마케팅 분야 ESG 연구의 동향분석 및 향후 연구방향

Abstract

For academic development, it is important to systematically classify prior research and quickly grasp the research trends accordingly. This process provides insight into the importance and meaning of related topics and helps researchers materialize research problems and predict new research directions. However, amid the change in the corporate management paradigm from shareholder capitalism to stakeholder capitalism, ESG research is being actively conducted in the marketing field, but it is difficult to find a study that systematically analyzed ESG research trends in the field. Therefore, this study aims to explore the overall trends of ESG research published in domestic marketing journals through integrated analysis using systematic literature review and text mining analysis. Specifically, we would like to examine which topics ESG research is currently being conducted in the domestic marketing field and which research methodologies are mainly used. And through this, we intend to contribute to expanding the research base in this field by suggesting the shortcomings and future research directions of ESG research being conducted in the domestic marketing field.