Corporate social responsibility in marketing: a review of the state-of-the-art literature Anirban Chakraborty and Ankur Jha Indian Institute of Management Lucknow, Lucknow, India Abstract Purpose – The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing. Design/methodology/approach – The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process. Findings – The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes. Research limitations/implications – A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research. Practical implications – The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi- faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners. Social implications – The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves. Originality/value – This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing. Keywords Corporate social responsibility, Literature review, Content analysis, CSR in marketing Paper type Literature review The responsibility of a firm is not limited to its shareholders. Its responsibility extends to multiple other stakeholders associated with it, including the society at large and the environment in which it operates. Kotler and Zaltman (1971) introduced the concept of social marketing wherein the principles of marketing are used to further social causes. Andreasen (1994) enhanced the understanding of social marketing by identifying the necessary criteria for an activity to be characterized as a social marketing activity. Social marketing is the application of marketing principles to voluntarily elicit behaviors from the target audience that enhance their personal as well as societal welfare (Andreasen, 1994). Conceptualization of social marketing emphasizes positive behavioral change benefiting individuals and JSOCM 9,4 418 Received 16 January 2019 Revised 27 June 2019 Accepted 23 July 2019 Journal of Social Marketing Vol. 9 No. 4, 2019 pp. 418-446 © Emerald Publishing Limited 2042-6763 DOI 10.1108/JSOCM-01-2019-0005 The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/2042-6763.htm