Evolving Paradigms in Societal Marketing: A Bibliometric Synthesis of Research Patterns and Intellectual Contributions (2004–2024)

Background: The Societal Marketing Concept has emerged as a pivotal theoretical lens in contemporary marketing, emphasizing the alignment of corporate objectives with broader ethical and societal imperatives. Despite growing scholarly engagement, a consolidated bibliometric appraisal of its intellectual evolution remains scarce.

Methods: This study conducts a systematic and bibliometric investigation of academic literature on societal marketing spanning 2004 to 2024. Data were retrieved from the Lens database and analyzed using VOS viewer. Key techniques include co-authorship mapping, keyword co-occurrence, citation analysis, and bibliographic coupling to elucidate structural and thematic patterns.

Results: The analysis reveals a progressive expansion of scholarly interest, marked by interdisciplinary participation and conceptual enrichment. Prominent author networks, influential institutions, and emergent research clusters—centered around corporate social responsibility, sustainability, and ethical consumerism—are identified. Citation metrics underscore the academic significance of foundational contributions within the domain.

Conclusions: This study presents a comprehensive overview of the intellectual contours of societal marketing research. It contributes to the academic discourse by mapping the field’s structural dynamics and offering strategic insights to guide future inquiry. The findings underscore the concept’s growing relevance in aligning marketing practices with enduring societal value.