Role of corporate social responsibility in achieving sustainable marketing performance: a systematic review and future research agenda

Purpose Corporate social responsibility (CSR) received significant attention from marketers in achieving sustainability. Hence, several studies investigated the effect of CSR on marketing, but the findings are fragmented and incoherent. Therefore, this review seeks to consolidate the existing literature on CSR and propose future research avenues within the marketing field. Design/methodology/approach The review was conducted using an integrative approach guided by the Theory–Context–Characteristics–Methodology framework, incorporating lexicometric analysis through Iramuteq and bibliometric analysis using CiteSpace across 162 articles. Findings The literature synthesis revealed that stakeholder theory, social identity theory, attribution theory, and institutional theory are frequently utilised in CSR research. Additionally, it was noted that a significant portion of CSR research in marketing has been conducted in Western countries. Environmental, financial, ethical, philanthropic, legal, customer-focused, and employee-focused are major types of CSR initiatives exercised by marketers. Synthesis of literature found corporate reputation and brand trust as mediators and altruistic values, firm size, and market environment as crucial moderators. Lexicometric analysis showed causes of communication, type of CSR initiative, stakeholders, and behavioural outcomes as key themes. Originality/value This review suggested how marketers can fulfil the Sustainable Development Goals suggested by the United Nations. The study suggests a set of directions to advance CSR research.