Visualizing Academic ESG Research Trends: A Bibliometric and Abstract Analysis

초록

This study presents a comprehensive longitudinal analysis of Environmental, Social, and Governance (ESG) research from 2004 to mid–2025, with a particular focus on its evolving intersection with marketing and consumer behavior. By integrating bibliometric mapping with qualitative content analysis, the study identifies five distinct phases in ESG discourse: conceptual foundation, mainstreaming, global alignment, regulatory integration, and emerging innovation trends transformation. Drawing on a curated Scopus dataset of 11,336 peer–reviewed articles abstracts and titles, co–word network analysis and text mining were employed to trace shifts in thematic emphasis and lexical centrality over time. The findings show that ESG has developed from general ideals into measurable, strategy–focused frameworks, changing how brands build trust, communicate, and meet consumer expectations. Six major thematic categories were identified: regulatory policy, disclosure and reporting, corporate governance, innovation and digitalization, sustainability and societal impact, and strategic integration. ESG is now a key part of brand value across industries, especially in services, where trust and reputation matter most. Practical implications include strategies for embedding ESG into digital marketing, loyalty programs, and stakeholder engagement. The study offers a strategic framework for integrating ESG into brand and communication practices within an increasingly data–driven and regulation–conscious business environment.

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