Ethics and marketing responsibility: A bibliometric analysis and literature review

Abstract

The study of Ethics and Marketing Responsibility focuses on ethics' role in shaping marketing practices within organizations. It examines the impact of ethical considerations on marketing strategies and evaluates the effectiveness of responsible marketing in fostering trust and loyalty among consumers. The study aims to identify the ethical challenges for responsible marketing practices. A bibliometric study on Ethics and Marketing Responsibility is essential as it provides valuable insights into the trends and developments in the field of ethics and marketing responsibility. Such a study helps us understand this subject's significance in the current academic and business landscape. This bibliometric study with a literature review emphasizes balancing business objectives with ethical principles and highlights the benefits of promoting responsible marketing initiatives within modern organizations. In the 21st century, ethical concerns related to ‘relationship marketing,’ ‘social marketing,’ ‘sustainable marketing,’ ‘cause-related marketing,’ and ‘marketing strategy’ arise as a warning to the globe. The results also support the trend for this emerging concept. Analyzing the patterns in the publication and citation data provides a comprehensive overview of the research trends and hotspots in the field. The study implies that academicians and researchers should pay greater attention to the rapidly developing world to fulfill the organizations' service and marketing promises. This focus should promote business development and trust among all the stakeholders.