OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Theory 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 2021-04-01 to 2025-04-01.)

Article	Citations
How platformisation shapes sports betting consumption practices and implications for harm	38
Interesting numbers: An ethnographic account of quantification, marketing analytics and facial coding data	33
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	33
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	25
High-fidelity consumption and the claustropolitan structure of feeling	21
Platformised possessions and relational labour	19
Stakeholder perspectives on fairness in the marketplace: Empirical evidence from the Kenyan alcohol market	18
The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research	17
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	16
Market legitimation in countercultural market change	15
‘He’s got the touch’: Tracing the masculine regulation of the body schema in reciprocal relations between ‘self-others-things’	15
Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’	13
It’s no joke: The critical power of a laughing chorus	13
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	13
Memetic logics of participation: Fitness body culture on Instagram	13
Enacting overlapping exchanges to address market concerns: Evidence on sustainable and conventional coffee markets in Uganda	13
Bullshit consumption: What lockdowns tell us about work-and-spend lives and care-full alternatives	13
The dynamics of teleoaffective configuration in practice adaptation	12
How consumer-initiated platforms shape family and consumption	11
Sacrifice and violence in the marketplace	10
Special section – The moral legitimatisation of money and debt in consumer society	9
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	9
Algorithmic agencing in platform markets	9
Theorizing consumption and markets in the context of religion: A commentary section on Appau’s (2021) ‘divine economic system’	9
Humanism in marketing: Responsible leadership and the human-to-human approach	9

Religion in neoliberal times: The global spread of marketization, implications for religion, and future research directions	9
Church advertising and the marketization of religious hegemony	9
Resource entanglement and indeterminacy: Advancing the service-dominant logic through the philosophy of Karen Barad	8
A diamond in the rough: Inauthenticity and Gems TV	8
Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism	8
A social capital framework to understand the particularities and power dynamics in city branding	8
Extricating the concept of linking value from its tribal gangue	8
Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (2020) “Meanings of theory”	7
Why do crowds cause trouble? Exploring affective instability in collectivity	7
The transformation of selling for value co-creation: Antecedents and boundary conditions	7
Introduction to the special section: Tribal marketing after Covid	7
Food prosumption technologies: A symbiotic lens for a degrowth transition	7
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	6
Meaningful choice: Existential consumer theory	6
From artworks to artists’ work: Forming hybrid exchange objects	6
Machines driving machines: Deleuze and Guattari’s asignifying unconscious	6
Coordination and compromise across competing economies of worth	6
Object-oriented marketing theory	6
Less than net zero: Redirecting capitalist fantasies through fetishistic reversal	6
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	6
Lone not lonely: Conceptualising the lone consumer servicescape through speciality coffee	6
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	5
How advertising got ‘woke’: The institutional role of advertising in the emergence of gender progressive market logics and practices	5
Art and emplacement in Northern Ireland	5
Selling of care offerings and the ethicalisation of consumption	5
Convivial circularities for degrowth: The case of upcycling	5
The unfolding of conceivable practice trajectories as market-making opportunities	5
Leveraging an ‘economy of kindness’ through non-monetary value exchange to improve community well-being	5
Algorithmic classifications in credit marketing: How marketing shapes inequalities	4
Stayin’ alive? Reflections on navigating digital dependency	4
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	4
Bleak signs of our times: Descent into ‘Terminal Marketing’	4
Extending the life of objects and materials: Rasquache consumption for degrowth	4
Adapting for change: The evolution of degrowth repertoire of contention and public policy influence	4
Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy	4
Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory	4
Restless platformance: How prosumer practices change platform markets	4
Introduction to special issue: Hierarchies of knowledge in marketing theory	4
Stigmas that matter: Diffracting marketing stigma theoretics	4
‘Which part of the day is (wo)man o’clock?’: Desires, urges and possibilities of (un)becoming	4
Positive luxury: A consumer-centric approach to bridging luxury and sustainability	3
Service with(out) a smile: The reproduction of gendered consumer violence	3
Landing in affective atmospheres	3
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic	3
Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework	3
Reconceptualising risky and harmful consumption through molar and molecular lines: Mobile smartphone sports betting arrangements	3
Pandemic-driven consumer behaviour: A foraging exploration	3
Swap party, charity shop, or clothing dump? How consumer activists frame emergent object pathways to discipline their value outcomes	3
The platformization of consumer culture: A theoretical framework	3
Netflix and cringe – affectively watching ‘uncomfortable’ TV	3

Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of #cancel_efood in Greece	3
“Sometime in the future”—The technology entrepreneur as utopian market hero	3
The making of negative being: Religion, humiliation, and consumer vulnerability	3
Re-thinking brand extension theory: Parents, siblings and off-spring or landlords and tenants?	3
Markets are dying, long live Marketing Theory	3
World of origin: The contagious ingredient of monastic products	3
The social thickening of market futures: Exploring the discursive work of drone visioneers	3