OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Theory is 8. 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 2021-10-01 to 2025-10-01.)

Article	Citations
Introduction to the special section: Tribal marketing after Covid	33
Church advertising and the marketization of religious hegemony	29
Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming	26
Market legitimation in countercultural market change	25
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	22
Food prosumption technologies: A symbiotic lens for a degrowth transition	22
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	20
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	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	18
Navigating spirituality in vegan fashion consumption: Purification and transgression tolerance	18
‘Which part of the day is (wo)man o’clock?’: Desires, urges and possibilities of (un)becoming	17
“Sometime in the future”—The technology entrepreneur as utopian market hero	16
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	16
Money is no object: Money, cryptocurrency, fiction	14
The platformization of consumer culture: A theoretical framework	14
The queer manifesto: Imagining new possibilities and futures for marketing and consumer research	14
Revenants in the marketplace: A hauntology of retrocorporation	13
The temporal nature of place-making	13
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	13
Crossing wires: short-circuiting marketing theory	11
Mundane emotions: Losing yourself in boredom, time and technology	11
From flesh to food: Exploring consumers’ fluctuations in hysteresis	11
Marketing objects as talking machines: The performative capacity of product packages	11
Ontological (in)security in servicescapes: Consuming the Christmas market experience	10

How temporal orientations trigger, nurture and sustain deep engagement with consumption practices	10
(Re)conceptualising consumer interdependency of care: Persistent struggles with dependency and responsibility	10
Rethinking ‘marketing as applied economics’	10
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	10
Marketing (for) a post-growth future	10
A social capital framework to understand the particularities and power dynamics in city branding	9
DeGrowth and marketing: Their critical interdependence	9
Sacrifice and violence in the marketplace	9
Extricating the concept of linking value from its tribal gangue	9
The dynamics of teleoaffective configuration in practice adaptation	9
Stayin’ alive? Reflections on navigating digital dependency	8
Degrowth and the future of marketing	8
Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework	8
Servicescape, standards, and the plus-size consumer subject	8
The making of negative being: Religion, humiliation, and consumer vulnerability	8
Bleak signs of our times: Descent into ‘Terminal Marketing’	8
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	8