OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Theory is 7. 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 2022-05-01 to 2026-05-01.)

Article	Citations
Introduction to the special section: Tribal marketing after Covid	45
Atmospheres of silence	40
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	37
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	28
Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants	24
Church advertising and the marketization of religious hegemony	23
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	21
Food prosumption technologies: A symbiotic lens for a degrowth transition	21
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	20
The unfolding of conceivable practice trajectories as market-making opportunities	19
Moral market compliance: How a logic of activism is used to ‘fem wash’ market violence against women in the user-generated pornography market	19
Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation	18
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	18
“Sometime in the future”—The technology entrepreneur as utopian market hero	16
Money is no object: Money, cryptocurrency, fiction	15
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	15
Consuming in solitude: The co-creation of atmosphere	13
Running thoughts through music. A musical inflection of the sonic turn in consumer research	13
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	13
The temporal nature of place-making	12
The platformization of consumer culture: A theoretical framework	12
From flesh to food: Exploring consumers’ fluctuations in hysteresis	12
Mundane emotions: Losing yourself in boredom, time and technology	12
Revenants in the marketplace: A hauntology of retrocorporation	12
How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	11

Rethinking ‘marketing as applied economics’	11
Timescapes of brand co-creation: A time-based multi-stakeholder place branding framework	11
Ontological (in)security in servicescapes: Consuming the Christmas market experience	11
Marketing objects as talking machines: The performative capacity of product packages	10
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	10
Marketing (for) a post-growth future	10
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	10
Marketing theory and critique	9
AI transforming B2C relationships and relational exchange theory	8
The dynamics of teleoaffective configuration in practice adaptation	8
Sacrifice and violence in the marketplace	8
DeGrowth and marketing: Their critical interdependence	8
Extricating the concept of linking value from its tribal gangue	8
Makeshifting matters: How consumer informal production reconfigures consumption practice	8
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	8
A social capital framework to understand the particularities and power dynamics in city branding	8
Degrowth and the future of marketing	8
The making of negative being: Religion, humiliation, and consumer vulnerability	7
Servicescape, standards, and the plus-size consumer subject	7
Taboo theorists: Karl Marx and marketing theory	7
Bleak signs of our times: Descent into ‘Terminal Marketing’	7
Enhancing inclusion through a service infrastructure of kindness	7