A Text Mining-based Review of Foreign Research Topics and Hotspots of Cause-related Marketing
The concept of social responsibility is widely emphasized in today's enterprises,and causative marketing has become an effective way for enterprises to enhance brand trust and enhance brand assets.Using text mining methods,high-quality English literature in CRM literature from 2014 to 2022 was analyzed,and research topics and hot trends were summarized.Four latest research hotspots in the CRM field were identified,namely consumer perception and response to CRM promotion,the fit between brand and business/product and business/consumer and business,the execution characteristics of CRM strategy,and macro and meso level CRM-related issues.This study provides an overall perspective on CRM research trends over the past decade and proposes future research directions for causative marketing research,with the aim of providing guidance for more targeted and effective research contributions as CRM practices develop.
NETL
NSTL
万方数据
