Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm

Abstract

Cause-related marketing and social marketing has gained prominence since 1998; however, the field has been divergent and fragmented. Therefore, this paper aims to conduct a comprehensive review of literature on international cause-related marketing, social marketing, and innovation. This study employs a systematic literature review and bibliometric analysis for reviewing the papers. Systematic literature review helps the researchers to increase the breadth and improve the rigor of reviewing literature. At the same time, bibliometric analysis helps to study and analyze divergent views and to examine the development of the field. This study will provide an integrated picture of cause-related marketing, social marketing, and innovation using Scopus database from 1998 to 2019. The study lists the most significant keywords, prominent authors, evolution, and citations of the articles. It analyzes the literature in terms of theory, context, characteristics, and methodology. The study also lists the future research directions in the area of international cause-related marketing and innovation. The scant literature lacks a comprehensive overview of international cause-related marketing and innovation of the firm. This study integrates the knowledge of previous researchers and provides the future research agenda. The paper will also help in further development of this field.