Trends in Cause-Related Marketing (CRM): Scientometrics Analysis Through Prism of Biblioshiny

Abstract

Purpose: Although interest in cause-related marketing has grown steadily since 1998, the field as a whole remains disorganized. Accordingly, this research aims to undertake a thorough literature evaluation on CrM. This research aims to create a comprehensive picture of cause-related marketing from 1988 through March 2022 by combining data from Scopus and Web of Science (WOS). Design/Methodology/Approach: Articles were analysed using bibliometric criteria in this study. Bibliographic analysis facilitates research into and evaluation of multiple perspectives, as well as the assessment of the field’s growth. Biblioshiny, a bibliometrics tool developed at the R-studio, was used to assess the quality of research papers on the topic of CrM that were gathered from the databases Scopus and Web of Science. The most prominent authors, articles, journals, organisations, and nations in the field of cause-related marketing were determined after reviewing 646 papers published between 1988 and 2022. The most common words used in the titles, meta-descriptions, and abstracts were also counted. Findings: The state of CrM research and research patterns over the previous 30 years were thoroughly investigated using visualisation techniques such as content analysis, word cloud, citation analysis, etc. This study has uncovered some new ground for investigation into cause-related marketing. Research Limitations/Implications: Many more publications could not be included for generalisation reasons because the study included data from two databases. Additionally, our research shows that there aren’t many journals that have written about cause-related marketing. Practical Implications: This article may be helpful to both researchers and practitioners who are looking for research advice. Based on trend subjects, co-occurrences, and historical networks, this research also suggests potential new study topics for the future. Originality/Value: This is the first study to use the bibliometrics package in R to create a visual representation of the body of work produced on the topic of CrM in the thirty years since the notion was originally articulated.