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A Text Mining-Based Review of Cause-Related Marketing Literature

Author

Listed:
  • João Guerreiro

    (Business Research Unit (BRU-IUL), ISCTE- University Institute of Lisbon)

  • Paulo Rita

    (Business Research Unit (BRU-IUL), ISCTE- University Institute of Lisbon)

  • Duarte Trigueiros

    (University of Macau)

Abstract

Cause-related marketing (C-RM) has risen to become a popular strategy to increase business value through profit-motivated giving. Despite the growing number of articles published in the last decade, no comprehensive analysis of the most discussed constructs of cause-related marketing is available. This paper uses an advanced Text Mining methodology (a Bayesian contextual analysis algorithm known as Correlated Topic Model, CTM) to conduct a comprehensive analysis of 246 articles published in 40 different journals between 1988 and 2013 on the subject of cause-related marketing. Text Mining also allows quantitative analyses to be performed on the literature. For instance, it is shown that the most prominent long-term topics discussed since 1988 on the subject are “brand-cause fit”, “law and Ethics”, and “corporate and social identification”, while the most actively discussed topic presently is “sectors raising social taboos and moral debates”. The paper has two goals: first, it introduces the technique of CTM to the Marketing area, illustrating how Text Mining may guide, simplify, and enhance review processes while providing objective building blocks (topics) to be used in a review; second, it applies CTM to the C-RM field, uncovering and summarizing the most discussed topics. Mining text, however, is not aimed at replacing all subjective decisions that must be taken as part of literature review methodologies.

Suggested Citation

  • João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.
    • Handle: RePEc:kap:jbuset:v:139:y:2016:i:1:d:10.1007_s10551-015-2622-4
    DOI: 10.1007/s10551-015-2622-4
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