OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Intelligence & Planning is 10. 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 2021-06-01 to 2025-06-01.)

Article	Citations
All about Social Coupons! Evolution, Review and Research Directions	111
Predicting households’ attitudes and product adoption intentions	97
Does greenwashing hinder employees’ brand citizenship behavior?	72
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	60
From pandemic to Prada: examining online luxury-brand self-narratives	51
Social media marketing, shoppers' store love and loyalty	38
Consumers' psychological reactance and ownership in in-game advertising	37
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	37
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	37
SDG reporting: an analysis of corporate sustainability leaders	36
Brand value co-creation and transaction costs in private label relationships	35
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	35
Comments and responses' combination: tourist destination's moderating effect	33
Role of product advantage in shaping product outcome: a hybrid review	31
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	30
Optimizing marketing strategy: a video analysis approach	28
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	28
A green step forward: the role of green marketing in nurturing green customer loyalty	27
Gifting a warm-glow effect: how identity influences charitable gifting	26
Permission marketing: a systematic review of 22 Years of research	26
A “double-edged sword” effect of consumer expertise on tourism loyalty	25
Are social media marketing activities reaping benefits for brands? The moderating role of education	25
Consumer reactions to attacks against cherished brands	24
Cultural differences in deliberate counterfeit purchase behavior	23
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	22

Consumer discrimination in service recovery situations	22
Uncorking opportunities: a bibliometric review of wine marketing literature	21
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	21
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	20
Role of brand experience in predicting consumer loyalty	20
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	20
Effects of humor climate within online brand community	20
Mergers and acquisitions success: examining customer loyalty	19
Rise and fall of interactions with brand communities	19
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	18
Measuring environmental performance in business to business relationships: a bibliometric review	18
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	18
Consumer fear and healthy eating during COVID-19 pandemic	18
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	18
The role of product scarcity on display incompleteness	18
Effect of consumption values on consumer behavior: a Meta-analysis	17
Meta-analysis of augmented reality marketing	16
Enhancing relationship strategies with the live stream influencers	16
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	16
Channel integration in grocery retailers via mobile applications	15
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	15
What drives liking different brand-related social media content?	15
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	15
Organisational and environmental indicators of B2B sales performance	14
Salesforce output control and customer-oriented selling behaviours	14
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	14
Modelling the traits of consumer resilience: implications to emerging markets	14
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	14
Should SMEs diversify their global destinations? The role of market insights and digital transformation	13
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	13
How the time of day impacts social media advertising outcomes on consumers	13
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	13
Marketing affordance of social media for product innovation: the role of organizational structures	13
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	13
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	12
A roadmap of retargeting campaigns for SMEs: a case study	12
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	12
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	12
Dealing with demarketing of branded products on social media platforms	11
Minimizing the negative impact of brand deletion	11
Did you find this review helpful?	11
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	11
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	10
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	10
The effects of salesperson involvement on training design: identifying necessary conditions for exceeding sales quota	10
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	10
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	10
Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing	10
Service leniency: a dual logics perspective	10
Green pride in sustainable versus premium brand decisions	10

Harnessing the power of social media advertising: strategic opportunities