“Bibliometric Analysis Investigating the Intersection of Corporate Social Responsibility and Consumer Perception From 2001 To 2024”

Abstract

Purpose: It is conducting a comprehensive bibliometric analysis of the literature on CSR and CP from 2001 to 2024. It aims to identify trends in research output, significant authors, impactful journals, and the evolving relationship between CSR activities and consumer perceptions and behaviors.

Methodology: The authors utilized quantitative and statistical techniques to analyze literature trends over time. The analysis includes Scaler Techniques, examining various elements such as author identification, citation analysis, and keyword analysis. Analytical Techniques, conducting co-occurrence and co-citation analyses to establish connections between research papers and identify patterns in the literature. The data was sourced from the Scopus database, covering 325 papers.

Findings: A notable increase in research production after 2013, indicating growing scholarly interest in CSR's impact on consumer perception. Significant themes identified include purchasing intentions, brand image, loyalty, and trust mediation. The importance of authentic CSR communication in fostering consumer trust and enhancing corporate image was emphasized.

Originality/Value: The paper provides valuable insights into the intersection of CSR and consumer perception, highlighting the evolution of research in this area over two decades. It emphasizes the growing importance of CSR in modern business practices and offers recommendations for companies to enhance their reputation and customer retention through ethical CSR strategies.

Limitations: While the paper provides a comprehensive overview, it may have limitations such as the focus on publications indexed in the Scopus database, which may exclude relevant studies in other databases. The potential for bias in the selection of keywords and themes, which may not capture the full spectrum of CSR and consumer perception research.