OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Intelligence & Planning is 3. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2021-08-01 to 2025-08-01.)

Article	Citations
Does greenwashing hinder employees’ brand citizenship behavior?	105
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	77
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	64
SDG reporting: an analysis of corporate sustainability leaders	54
Predicting households’ attitudes and product adoption intentions	44
All about Social Coupons! Evolution, Review and Research Directions	43
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	40
Social media marketing, shoppers' store love and loyalty	38
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	37
Brand value co-creation and transaction costs in private label relationships	34
From pandemic to Prada: examining online luxury-brand self-narratives	34
A green step forward: the role of green marketing in nurturing green customer loyalty	33
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	31
Role of product advantage in shaping product outcome: a hybrid review	31
Optimizing marketing strategy: a video analysis approach	30
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	29
Permission marketing: a systematic review of 22 Years of research	29
Comments and responses' combination: tourist destination's moderating effect	28
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	28
Consumer discrimination in service recovery situations	25
Uncorking opportunities: a bibliometric review of wine marketing literature	25
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	24
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	24
Consumer reactions to attacks against cherished brands	23
Cultural differences in deliberate counterfeit purchase behavior	22

Are social media marketing activities reaping benefits for brands? The moderating role of education	21
Role of brand experience in predicting consumer loyalty	21
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	21
Rise and fall of interactions with brand communities	20
A “double-edged sword” effect of consumer expertise on tourism loyalty	20
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	20
Retraction notice: Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics	20
Mergers and acquisitions success: examining customer loyalty	20
Gifting a warm-glow effect: how identity influences charitable gifting	20
Measuring environmental performance in business to business relationships: a bibliometric review	18
The role of product scarcity on display incompleteness	18
Consumer fear and healthy eating during COVID-19 pandemic	18
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	17
Effect of consumption values on consumer behavior: a Meta-analysis	17
Meta-analysis of augmented reality marketing	16
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	16
Channel integration in grocery retailers via mobile applications	15
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	15
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	14
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	14
What drives liking different brand-related social media content?	14
Enhancing relationship strategies with the live stream influencers	14
Modelling the traits of consumer resilience: implications to emerging markets	13
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	13
Salesforce output control and customer-oriented selling behaviours	13
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	12
Should SMEs diversify their global destinations? The role of market insights and digital transformation	12
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	12
Dealing with demarketing of branded products on social media platforms	12
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	12
Organisational and environmental indicators of B2B sales performance	12
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	12
How the time of day impacts social media advertising outcomes on consumers	11
Marketing affordance of social media for product innovation: the role of organizational structures	11
Minimizing the negative impact of brand deletion	10
Is green the new gold? Green branding and its state-of-the-art	10
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	10
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	10
Did you find this review helpful?	10
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	10
Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing	10
A roadmap of retargeting campaigns for SMEs: a case study	10
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	10
The effects of salesperson involvement on training design: identifying necessary conditions for exceeding sales quota	10
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	10
Service presentness in enhancing services interaction flow	10
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	10
Classifying an incoming customer message into spam versus ham	9
Green initiatives, sustainable luxury brand purchasing and brand experience in an emerging market: a moderated mediation analysis	9
The concepts of sustainability value and the application of big data in enhancing the ability of sustainability marketing	9

Service leniency: a dual logics perspective	9
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	9
A study on lender participation in peer to peer lending	9
Harnessing the power of social media advertising: strategic opportunities	9
Green pride in sustainable versus premium brand decisions	9
How temporal landmarks affect individual psychology and behavior: influences and underlying mechanisms	9
Product scarcity effect and marketing strategy: evidence from wine ranking data (1988–2022)	9
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	9
Using Schmid–Leiman solution with higher-order constructs in marketing research	8
Unlocking the omnichannel shopping myth: can service convenience, shopping value and channel congruence strengthen perceived trust and satisfaction?	8
Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?	8
Non-dyadic human–robot interactions and online brand communities	8
Effect of discount frame on consumer responses: moderation of psychological distance and product nature	8
Marketing's take on socio-economic performance	7
How visual angle influences product recommendations in response to two-sided messages	7
Marketing intelligence and small firms' performance: the role of entrepreneurial alertness and effectuation	7
Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentives	7
Brand ethicality as a driver of psychological, affective and behavioral response to a brand	7
Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework	7
From slogans to actions: How does social media marketing and collectivism drive green consumption behaviour?	7
Dysfunctional customer behavior and commitment to service quality	7
Ecolabelling: a meta-analytic structural equation modelling approach	7
How perceived corporate social responsibility affects consumer citizenship behavior? Investigating the mediating roles of perceived employee behavior and consumer company identification	6
Luxury customer's motivations to adopt gamification	6
Retail crowding: meta-analysis of contextual and cultural moderators	6
Holistic customer experience: interplay between retail experience quality, customer in-shop emotion valence and in-shop involvement valence	6
Impact of exogenous brand crises on consumer behaviour	6
Integrating the critical concepts of sustainability to predict sustainable behavior – the moderating role of information seeking	6
Mitigating consumer guilt through resale	6
Shopping with perceived benefits of sustainable consumption in online resale platforms	6
A holistic review of customer experience research: topic modelling using BERTopic	6
The dark side of artificial intelligence in marketing: meta-analytics review	6
Virtual reality in digital marketing: research agenda based on bibliometric reflection	6
Are “buy X get X free” price promotions effective? An acquisition-transaction value perspective	6
Maximizing customers' lifetime value using limited marketing resources	6
The influence of social drivers on using ride-hailing services	6
Sustainable, therefore reputable: linking sustainability, reputation, and consumer behaviour	5
Green skepticism: review and research agenda	5
Optimizing fitness app features for enhanced user loyalty: a multi-study analysis	5
The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model	5
Antecedents of similarity perception for store-branded lookalikes	5
How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships	5
Can whimsically cute packaging overcome young consumer product unfamiliarity?	5
Differential effects of digital transformation on the profitability and marketability of manufacturing firms	5
Unveiling consumer behavior in marketing: a meta-analytic structural equation modeling (Meta-SEM) of the model of goal-directed behavior (MGB)	4
Resilience in service firms: the impact of social capital on firm performance during turmoil	4
Mobile app engagement: scale development, validation and empirical test	4
Investigating consumers’ adoption of electric vehicles: a perceived value-based perspective	4
The effects of game mechanics on user retention in using social live streaming services	4
Influence of website quality on online impulse buying behaviour: a systematic review of literature	4
Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach	4
Understanding esports venue operations: how venue characteristics influence spectator outcomes	4
Celebrity endorser scandal: a literature review and future research agenda	4
Identifying NFT consumer segments: a consumption value theory and luxury perspective	4
Exploring the role of spiritual leaders as celebrity business founders and brand endorsers	4
Matching explanations with regulatory focus	4
Brand equity and financial performance: an institutional view	4
Identifying gratification behind the consumption of the OTT platforms in an emerging market: a means-end theory approach	4
Role of network externalities and trust facilitators in shaping mobile payment application continuance intentions: variations across stages of adoption	4
Augmented reality: the key to unlock customer engagement potential	4
Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance	4
Chinese cultural element in brand logo and purchase intention	3
Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0	3
Influencer marketing: explaining the effects of influencer self-presentation strategies on brand responses through source credibility	3
Building connections with virtual influencers: the role of friendship and psychological well-being in driving social media engagement and purchase intention	3
Influencer marketing: purchase intention and its antecedents	3
TBL dominant logic for sustainability in oriental businesses	3
Recycling firm-generated content on social media platforms: phenomenon and research propositions	3
The effectiveness of green demarketing campaigns: the moderating role of corporate social responsibility orientation	3
Post-recovery behavioral outcome in service recovery: a conditional mediation perspective	3
Exploring consumer engagement with smart voice assistants in the era of emerging conversational technologies	3
The effects of brand positioning (underdog vs top dog) and comparative advertising	3
Enhancing participation intentions in online brand communities	3
Over-the-top (OTT) platforms: a review, synthesis and research directions	3
How do CSR disclosures facilitate knowledge-sharing behaviors?	3
Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis	3
Luxury experience and consumer behavior: a literature review	3
Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creation	3
Subscription intentions for ChatGPT plus: a look at user satisfaction and self-efficacy	3