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

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  • Shiwangi Singh

    (Indian Institute of Technology Delhi)

  • Sanjay Dhir

    (Indian Institute of Technology Delhi)

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.

Suggested Citation

  • Shiwangi Singh & Sanjay Dhir, 2019. "Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 335-347, December.
    • Handle: RePEc:spr:irpnmk:v:16:y:2019:i:2:d:10.1007_s12208-019-00233-3
    DOI: 10.1007/s12208-019-00233-3
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    15. Shiwangi Singh & Akshay Chauhan & Sanjay Dhir, 2019. "Analyzing the startup ecosystem of India: a Twitter analytics perspective," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 17(2), pages 262-281, November.
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    Cited by:

    1. Srivastava, Saurabh & Singh, Shiwangi & Dhir, Sanjay, 2020. "Culture and International business research: A review and research agenda," International Business Review, Elsevier, vol. 29(4).
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    3. Aaltonen, Päivi Hanna Maria, 2020. "Piecing together a puzzle—A review and research agenda on internationalization and the promise of exaptation," International Business Review, Elsevier, vol. 29(4).
    4. Singh, Shiwangi & Dhir, Sanjay & Das, V. Mukunda & Sharma, Anuj, 2020. "Bibliometric overview of the Technological Forecasting and Social Change journal: Analysis from 1970 to 2018," Technological Forecasting and Social Change, Elsevier, vol. 154(C).
    5. Buitrago R., Ricardo E. & Barbosa Camargo, María Inés, 2021. "Institutions, institutional quality, and international competitiveness: Review and examination of future research directions," Journal of Business Research, Elsevier, vol. 128(C), pages 423-435.
    6. Marina Johnson & Rashmi Jain & Peggy Brennan-Tonetta & Ethne Swartz & Deborah Silver & Jessica Paolini & Stanislav Mamonov & Chelsey Hill, 2021. "Impact of Big Data and Artificial Intelligence on Industry: Developing a Workforce Roadmap for a Data Driven Economy," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(3), pages 197-217, September.
    7. Walter Wymer, 2021. "Addressing complex social problems with a multi-environmental stakeholder coalition," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 403-418, September.
    8. Mansi Singh & Sanjay Dhir & Harsh Mishra, 2024. "Synthesizing research in entrepreneurial bootstrapping and bricolage: a bibliometric mapping and TCCM analysis," Management Review Quarterly, Springer, vol. 74(1), pages 487-520, February.
    9. Behl, Abhishek & Jayawardena, Nirma & Pereira, Vijay & Islam, Nazrul & Giudice, Manlio Del & Choudrie, Jyoti, 2022. "Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    10. Singh, Shiwangi & Sharma, Meenakshi & Dhir, Sanjay, 2021. "Modeling the effects of digital transformation in Indian manufacturing industry," Technology in Society, Elsevier, vol. 67(C).
    11. Jublee, Daniel Inbaraj & Kasilingam, Dharun & Stephen, Gladys, 2023. "Investigating the impact of brand vs cause interaction on cause related advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    12. Shiwangi Singh & Sanjay Dhir & Stuart Evans & Sushil, 2021. "The Trajectory of Two Decades of Global Journal of Flexible Systems Management and Flexibility Research: A Bibliometric Analysis," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(4), pages 377-401, December.
    13. Gorton, Matthew & Yeh, Ching-Hua & Chatzopoulou, Elena & White, John & Tocco, Barbara & Hubbard, Carmen & Hallam, Fiona, 2023. "Consumers' willingness to pay for an animal welfare food label," Ecological Economics, Elsevier, vol. 209(C).
    14. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
    15. Vyddiyaratnam Pathmanandakumar & Sheeba Nettukandy Chenoli & Hong Ching Goh, 2021. "Linkages between Climate Change and Coastal Tourism: A Bibliometric Analysis," Sustainability, MDPI, vol. 13(19), pages 1-21, September.
    16. Khushboo Gulati & Seema Gupta & C. P. Gupta, 2020. "The Transformation of Governance System: A Decade Long Experience of Corporate Governance Using Meta-analysis," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 21(3), pages 233-262, September.

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