A Systematic Literature Review of Cause-Related Marketing: An Innovative Marketing Strategy

Cause-related marketing (CRM) has emerged as a powerful strategy that bridges the realms of business and social responsibility. The purpose of this study is to carry out a systematic literature review, bibliographic data analysis, and content analysis of extant literature on Cause Related Marketing (CRM). This systematic literature review aims to provide a comprehensive understanding of CRM by synthesizing and analyzing the existing body of research on the subject. The review encompasses studies published up to September 2023, capturing the evolving landscape of CRM and its impact on various stakeholders. An in-depth analysis of cause-related marketing has been conducted. Bibliographic data and content analysis were carried out. Research gaps and trends in research can be exposed with the help of content analysis. Data extracted from Scopus Database and Publish or Perish and VOS Viewer is the major software used for the study. The different analyses explained in this study will be useful for researchers to trace relevant literature and historical development of a particular research area, here CRM, and to identify the emerging trends, patterns of the research area, and to propose future research directions. it helps academicians to conduct future research in the area of CRM. It also helps in predicting future trends in the research areas.