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

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