A bibliometric analysis of a risky marketing strategy: brand activism

In recent years, several scholars have become interested in the topic of brand activism, which has been defined as a new and powerful marketing strategy. To date, the literature on this phenomenon is still scarce and fragmented by presenting critical limitations, additionally, the construct seems still to be unclear and underdeveloped. This is a first exploratory study of brand activism's literature conducted by a bibliometric method. Findings report an overall overview of the topic, notably, by highlighting the origins, the current volume of scientific outputs, the most relevant literature gaps and finally, suggestions for future studies on the phenomenon have been provided.