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

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...