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 2021-11-01 to 2025-11-01.)

Article	Citations
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	125
All about Social Coupons! Evolution, Review and Research Directions	116
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	57
Social media marketing, shoppers' store love and loyalty	52
Predicting households’ attitudes and product adoption intentions	49
From pandemic to Prada: examining online luxury-brand self-narratives	48
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	47
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	43
Does greenwashing hinder employees’ brand citizenship behavior?	42
Business ties and effectuation for radical innovation in small firms: the moderating role of competitive aggressiveness	40
SDG reporting: an analysis of corporate sustainability leaders	38
Managing channel conflicts: how do expert power and reward power contribute?	37
Brand value co-creation and transaction costs in private label relationships	35
Role of product advantage in shaping product outcome: a hybrid review	35
Optimizing marketing strategy: a video analysis approach	35
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	35
Alleviating the interaction distrust of AI services: the moderating effect of sustainable development orientation	35
A green step forward: the role of green marketing in nurturing green customer loyalty	34
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	34
Comments and responses' combination: tourist destination's moderating effect	31
Gifting a warm-glow effect: how identity influences charitable gifting	29
Consumer reactions to attacks against cherished brands	29
Permission marketing: a systematic review of 22 Years of research	29
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	28
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	26

A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	25
Consumer discrimination in service recovery situations	25
Are social media marketing activities reaping benefits for brands? The moderating role of education	25
Uncorking opportunities: a bibliometric review of wine marketing literature	25
Cultural differences in deliberate counterfeit purchase behavior	25
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	24
Retraction notice: Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics	24
The role of product scarcity on display incompleteness	23
Rise and fall of interactions with brand communities	22
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	22
Mergers and acquisitions success: examining customer loyalty	21
Meta-analysis of augmented reality marketing	21
Effect of consumption values on consumer behavior: a Meta-analysis	21
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	21
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	21
Measuring environmental performance in business to business relationships: a bibliometric review	21
Consumer fear and healthy eating during COVID-19 pandemic	20
Building followers’ loyalty in social commerce: influencers’ perspectives and theoretical insights from social presence and media richness theory	19
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	19
What drives liking different brand-related social media content?	18
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	17
Channel integration in grocery retailers via mobile applications	17
Salesforce output control and customer-oriented selling behaviours	17
Enhancing relationship strategies with the live stream influencers	17
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	16
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	16
Modelling the traits of consumer resilience: implications to emerging markets	15
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	15
Should SMEs diversify their global destinations? The role of market insights and digital transformation	14
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	14
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	14
Marketing affordance of social media for product innovation: the role of organizational structures	14
Service presentness in enhancing services interaction flow	14
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	14
Dealing with demarketing of branded products on social media platforms	14
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	13
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	13
How the time of day impacts social media advertising outcomes on consumers	13
A roadmap of retargeting campaigns for SMEs: a case study	13
Did you find this review helpful?	13
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	13
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	12
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	12
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	12
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	11
The effects of salesperson involvement on training design: identifying necessary conditions for exceeding sales quota	11
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	11
Green pride in sustainable versus premium brand decisions	11
Whose customer is it anyway? Exploring firm power dynamics in consumer markets	11
Service leniency: a dual logics perspective	11

Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing	11
Is green the new gold? Green branding and its state-of-the-art	11
Minimizing the negative impact of brand deletion	11
Effect of discount frame on consumer responses: moderation of psychological distance and product nature	10
Unlocking the omnichannel shopping myth: can service convenience, shopping value and channel congruence strengthen perceived trust and satisfaction?	10
Product scarcity effect and marketing strategy: evidence from wine ranking data (1988–2022)	10
Leveraging real-time marketing intelligence and technological integration for enhanced supply chain agility: the role of organizational flexibility	10
Classifying an incoming customer message into spam versus ham	10
Psychographic similarity affecting engagement	10
A study on lender participation in peer to peer lending	10
Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?	10