OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Theory is 6. 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
‘He’s got the touch’: Tracing the masculine regulation of the body schema in reciprocal relations between ‘self-others-things’	15
Market legitimation in countercultural market change	15
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
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
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
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
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
Extricating the concept of linking value from its tribal gangue	8
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
Introduction to the special section: Tribal marketing after Covid	7
Food prosumption technologies: A symbiotic lens for a degrowth transition	7
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
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
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