Artificial Intelligence in Social Marketing and CSR: A Bibliometric Analysis with Insights for BeCool Indonesia

Abstract

This study aims to investigate the development of research on artificial intelligence (AI) applications in social marketing and corporate social responsibility (CSR) through bibliometric analysis. The objective is to identify intellectual patterns, theme structures, and publication trends that connect AI innovation to social activism and sustainability. On October 13, 2025, a Boolean search was performed on article titles, abstracts, and keywords to extract data from the Scopus database. Following data cleaning, the dataset which contained publications from 1985 to 2025 was filtered to only include journal articles, resulting in 180 documents. The bibliometric analysis consisted of performance analysis and science mapping. VOSviewer was used for visualization and Bibliometrix (R Studio) for performance metrics analysis after the data was exported in CSV format. Results indicate a steady growth in AI-related research in CSR and social marketing, with a clear thematic convergence between sustainability communication and technology-driven marketing. The shift from conceptual discussions to applied AI for social impact is reflected in the field's growing academic attention, despite its small publication volume. Insights from this mapping show BeCool Indonesia how AI can be strategically used to improve CSR communication through audience segmentation, data-driven storytelling, and social sentiment analysis. The study makes contributions in two ways: theoretically, by combining Triple Bottom Line and Stakeholder Theory viewpoints, and practically, by offering suggestions for AI-based CSR communication tactics.