Social Marketing Approach to Pollution: Visual Mapping and Bibliometric Analysis

Abstract

Pollution is one of the most vital problems facing the world. Controlling this growing problem requires the participation of all stakeholders. Therefore, effective strategies should be adopted. In this context, the study aims to present a holistic perspective to social marketing research on pollution with visual mapping and bibliometric analysis method. Thus, 43 studies were identified in the Web of Science database and analysed with the VOSviewer. It can be said that there is an academic interest in the related field, but it is not sufficient. It has been determined that scientists from 23 countries, especially the USA, are studying in this field. It is seen that there is a slight increase in the field over the years. Especially, the number of studies carried out in 2022 represents approximately 12% of the total scientific production.