OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Intelligence & Planning is 9. 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
Role of product advantage in shaping product outcome: a hybrid review	31
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	31
Optimizing marketing strategy: a video analysis approach	30
Permission marketing: a systematic review of 22 Years of research	29
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	29
Comments and responses' combination: tourist destination's moderating effect	28
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	28
Uncorking opportunities: a bibliometric review of wine marketing literature	25
Consumer discrimination in service recovery situations	25
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	24
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	24
Consumer reactions to attacks against cherished brands	23
Cultural differences in deliberate counterfeit purchase behavior	22

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
Are social media marketing activities reaping benefits for brands? The moderating role of education	21
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
Rise and fall of interactions with brand communities	20
A “double-edged sword” effect of consumer expertise on tourism loyalty	20
The role of product scarcity on display incompleteness	18
Consumer fear and healthy eating during COVID-19 pandemic	18
Measuring environmental performance in business to business relationships: a bibliometric review	18
Effect of consumption values on consumer behavior: a Meta-analysis	17
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	17
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	16
Meta-analysis of augmented reality marketing	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
Enhancing relationship strategies with the live stream influencers	14
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
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
Modelling the traits of consumer resilience: implications to emerging markets	13
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
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
Marketing affordance of social media for product innovation: the role of organizational structures	11
How the time of day impacts social media advertising outcomes on consumers	11
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
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
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
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