Social Marketing and Social Responsibility. A theoretical confrontation Abstract Social marketing and social responsibility are terms that are currently relevant and related to addressing a critical and complex social reality. In the contemporary academic and scientific world they are often considered as similar concepts despite the conceptual and structural difference between them. This academic article deals with a systematic review of scientific literature where 124 articles from different disciplines were consulted in diverse databases; 57 of them were considered relevant from their inclusion in indexed or arbitrated journals, besides reflecting relevant and concise information generated in the last 5 years. However, articles out of the 5-year range were also considered to evaluate and analyze the evaluation of concepts on social marketing. The analysis of these sources allowed an ap...

Social Marketing and Social Responsibility. A theoretical confrontation Abstract Social marketing and social responsibility are terms that are currently relevant and related to addressing a critical and complex social reality. In the contemporary academic and scientific world they are often considered as similar concepts despite the conceptual and structural difference between them. This academic article deals with a systematic review of scientific literature where 124 articles from different disciplines were consulted in diverse databases; 57 of them were considered relevant from their inclusion in indexed or arbitrated journals, besides reflecting relevant and concise information generated in the last 5 years. However, articles out of the 5-year range were also considered to evaluate and analyze the evaluation of concepts on social marketing. The analysis of these sources allowed an ap...