OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Intelligence & Planning is 11. 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 2022-06-01 to 2026-06-01.)

Article	Citations
All about Social Coupons! Evolution, Review and Research Directions	77
Does greenwashing hinder employees’ brand citizenship behavior?	68
Business ties and effectuation for radical innovation in small firms: the moderating role of competitive aggressiveness	66
Predicting households’ attitudes and product adoption intentions	64
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	62
Capitalization of high-exposure risk events: long-term effects of natural gas pipeline incidents on US property values	58
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	56
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	49
SDG reporting: an analysis of corporate sustainability leaders	49
Sponsorships and branding: a social impact theory perspective	48
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	45
A green step forward: the role of green marketing in nurturing green customer loyalty	45
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	45
Meta-analytic insights into AI chatbots adoption in the service industry: uncovering dynamics and contextual insights using a meta-SEM approach	42
Role of product advantage in shaping product outcome: a hybrid review	42
Optimizing marketing strategy: a video analysis approach	40
Alleviating the interaction distrust of AI services: the moderating effect of sustainable development orientation	39
Managing channel conflicts: how do expert power and reward power contribute?	38
Brand value co-creation and transaction costs in private label relationships	35
Comments and responses' combination: tourist destination's moderating effect	35
Are social media marketing activities reaping benefits for brands? The moderating role of education	31
Permission marketing: a systematic review of 22 Years of research	31
An exploration of the role of stigma in socially responsible gift giving	29
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	28
Consumer discrimination in service recovery situations	28

The retail long game: expanded service or extended return?	28
Channel quality competition and hybrid contract strategies in multichannel retail supply chains	28
Consumer reactions to attacks against cherished brands	28
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	26
Gifting a warm-glow effect: how identity influences charitable gifting	26
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	25
Uncorking opportunities: a bibliometric review of wine marketing literature	24
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	24
The role of product scarcity on display incompleteness	23
Meta-analysis of augmented reality marketing	23
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	23
Retraction notice: Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics	23
Mergers and acquisitions success: examining customer loyalty	23
Influencing mechanism of cross-boundary cooperation of time-honored brands on brand trust in the digital era1	22
Effect of consumption values on consumer behavior: a Meta-analysis	22
Building followers’ loyalty in social commerce: influencers’ perspectives and theoretical insights from social presence and media richness theory	20
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	20
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	20
Channel integration in grocery retailers via mobile applications	20
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	20
Modelling the traits of consumer resilience: implications to emerging markets	20
Enhancing relationship strategies with the live stream influencers	20
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	19
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	19
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	19
AI social-appraisal support: effect on adoption intention and value co-creation	19
Marketing affordance of social media for product innovation: the role of organizational structures	18
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	18
How the time of day impacts social media advertising outcomes on consumers	18
The direct and interactive effects of justice on channel performance	18
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	16
Unveiling the impact of chatbot characteristics on customer experience and customer immunity under technological readiness	16
Service presentness in enhancing services interaction flow	16
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	16
Effect of message types on customer engagement behavior with online grocery retail brands on Instagram	16
Should SMEs diversify their global destinations? The role of market insights and digital transformation	16
Tangled in influence: uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis	16
Dealing with demarketing of branded products on social media platforms	16
Did you find this review helpful?	16
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	15
A roadmap of retargeting campaigns for SMEs: a case study	15
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	15
Seeking homogeneity or heterogeneity? The impact of CSR differentiation on consumer brand advocacy	15
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	15
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	15
Minimizing the negative impact of brand deletion	14
Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing	14
Is green the new gold? Green branding and its state-of-the-art	13
The effects of salesperson involvement on training design: identifying necessary conditions for exceeding sales quota	13
Role of employee tenure in shaping the generation and consumption of online employee reviews	12

Experiential marketing: systematic review and future research agenda	12
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	12
Service leniency: a dual logics perspective	12
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	12
Centralized or decentralized? How intra- and inter-team network centralization impacts customer-oriented selling and performance of the B2B cross-functional sales team	11
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	11
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	11
How temporal landmarks affect individual psychology and behavior: influences and underlying mechanisms	11
Green pride in sustainable versus premium brand decisions	11
Brand diversity, similarity, and extension typicality in adverse extension effects: a dual-process approach	11
Whose customer is it anyway? Exploring firm power dynamics in consumer markets	11