Author(s)

Jianjiang Liu ¹, Bingxue Zhou ¹

Affiliation(s)

¹ School of Business Administration, Guizhou University of Finance and Economics, 550025, Guiyang, Guizhou, China

Corresponding Author

Jianjiang Liu

ABSTRACT

In the global business environment, corporate social responsibility has become increasingly crucial in the field of marketing. Both domestic and international enterprises tend to integrate the concept and practice of CSR into their strategic goals and business activities to seek a better brand image and competitive edge in marketing. This paper systematically reviews the research of relevant scholars and elaborately expounds on the research findings regarding the related concepts, variable measurements, antecedent factors, and consequence variables of CSR. Finally, a comprehensive review is conducted based on the existing research, aiming to provide a valuable reference for further research on CSR in the field of marketing.

KEYWORDS

Corporate Social Responsibility, Marketing Strategy, Consumers, Social Responsibility Marketing

CITE THIS PAPER

Jianjiang Liu, Bingxue Zhou, A Review of Research on Corporate Social Responsibility in the Field of Marketing. Accounting and Corporate Management (2025) Vol. 7: 97-104. DOI: http://dx.doi.org/10.23977/acccm.2025.070314.

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