Meta-Study of Corporate Social Responsibility in marketing researches: Trends and Related constructs

Businesses need to work responsibly towards the community because they are under increasing pressure from multiple stakeholders to be socially responsible. Corporate social responsibility has been conceptualized since the 1950s in the management literature. Despite the evolution and history of this concept has been the object of many researches, there is no specific study which overview it from the marketing perspective. So this research is a meta-study of this concept in marketing context to identify the trends and related constructs of it to provide a comprehensive picture of it for use by researchers. To do so, 351 articles published between 1974 and 2015 in the best scientific marketing journals are collected. These were used for coding and final analysis. The data were also analyzed by the Shannon entropy method. Findings of this article are used for conducting the longitudinal analysis of the various trends over the time span and identify and prioritize the antecedents and consequences of this concept in marketing. The results indicate that this concept in marketing is rapidly gaining importance among researchers and there are significant differences in the study of this concept in marketing with management and other business areas.