CORPORATE SOCIAL RESPONSIBILITY AND MARKETING: A LITERATURE REVIEW OF EBSCO DATABASE 2008 - 2010
DOI:
https://doi.org/10.24034/j25485024.y2011.v15.i1.192Keywords:
good corporate governance, corporate social responsibility, marketing EBSCO, agenda setting, dan content analysis.Abstract
Penerapan prinsip GCG menghendaki terakomodasinya kepentingan stakeholder dalam pengelolaan bisnis. Di sisi lain, penerapan CSR secara benar berarti juga memenuhi prinsip responsibilitas yang merupakan prinsip dasar dari GCG. Tujuan paper ini adalah melanjutkan ulas balik (literature review) artikel yang telah dilakukan sebelumnya oleh Egri and Raltson (2008). Perbedaan yang ada, dibandingkan literature review sebelumnya, adalah bahwa paper ini secara lebih detail menggambarkan metode apa yang digunakan dalam artikel dan trend dimana penelitian dilakukan serta teori yang digunakan. Data yang diperoleh dari database EBSCO dianalisis menggunakan analisis isi. Hasil analisis menunjukkan bahwa dari 83 artikel publikasi, didominasi oleh penelitian empiris. Artikel non penelitian atau teoritikal berisi tentang kerangka kerja penelitian CSR dan marketing. Sedangkan untuk artikel penelitian empiris, unit analisisnya didominasi oleh masyarakat umum, pengumpulan data didominasi dengan survey, teknik sample yang digunakan didominasi oleh sample non probability. Analisis data dilakukan kebanyakan dengan menggunakan SEM, lokasi penelitian kebanyakan dilakukan di USA, dan terdapat perubahan focus isu dari teori agency ke teori stakeholder dan teori etika.
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