OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Social Marketing is 2. 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
Exploring the relationship between car brands and risky driving	89
Indigenous social marketing: the Manuka Honey Purakau (Māorinarrative)	48
Do we message with empowerment, empathy, or collectivity? A social media campaign microtargeting young Americans to encourage engagement with a bilingual COVID-19 chatbot	30
Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study	24
An approach to targeted promotion of HPV vaccination based on parental preferences for social media content	21
The relative merit of two segmentation approaches: executives views and a cost-benefit analysis	18
Exploring upstream, midstream and downstream measures for wildlife conservation in Ghana: an integrative social marketing approach	16
Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study	16
Classifying consumer zero-waste behaviours in South Africa: applying the 5R framework through discriminant analysis	14
Understanding flooding events in Ghana: a social marketing and self-determination theory perspective	14
Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion	13
Deliberate or spontaneous? Understanding e-waste recycling behaviour through an extended theory of planned behaviour	13
Mitigation versus adaptation: climate-change-related appeals and pondering the future	12
Playing to win: enhancing programme success through more frequent use of competitive analysis	12
The role of user centric measures in the use of non-pharmaceutical interventions (NPIs)	12
Understanding acceptability of non-cash incentives to encourage voluntary blood donation: a psychographic approach	10
Addressing “social hesitancy” with visual marketing	10
Social marketing framework for anti-littering behavior: an integrated serial mediation model	10
A social marketing approach to blood donor commitment: the role of personal norms and self-conscious emotions	10
Two-stage taxonomy for measuring success in social marketing practice	10
Guest editorial: Introduction to the 50th anniversary special issue	8
Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing	8
Motivating consumers to collaborate in reducing single-use plastic bottle pollution using an extended social identity model of collective action	8
Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign	8
“Why should I care about pollution?” The role of moral disengagement, guilt and plastic usage intention while ordering food online	7

The relationship between feminist collective action and social media engagement	7
Understanding waste segregation behavior in urban India: a qualitative study	7
The role of social marketing in shaping attitudes towards the Sustainable Development Goals (SDGs): evidence from Slovenian consumers	7
Rapid, iterative application of the co-create, build, engage (CBE) framework: development of Blurred Minds Vaping and the Environment module	7
Feeling inspired and nostalgic: associations between media context-induced positive emotions and behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic	7
Publisher’s note	7
Saying the same things differently: fighting health crises through social marketing pandemic communication strategies	7
“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation	6
Evaluating social marketing efficacy: the case of the Chinese anti-food waste law to reduce food ordering	6
When lack of food waste concern curbs youths’ intention to reduce it: the role of nudging as a solution	6
Goal-framing theory in environmental behaviours: review, future research agenda and possible applications in behavioural change	5
Recognising motivation in others: the effectiveness of using social proof to change driving behaviour	5
Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour	5
Factors predicting pro-environmental behavior: the case of baby diapers	4
Co-creating and evaluating social marketing programs: a living lab approach	4
Whanau first: a culturally responsive evaluation of the F.A.S.T. stroke campaign in Aotearoa New Zealand	4
Designing solutions to challenging the status quo – a multi-stakeholder approach	4
The impact of immersive 360° video on environmental awareness and attitude toward climate change: the moderating role of cybersickness	4
Addiction or social need: towards a model to predict smoking cessation intentions	4
Integration of social marketing and system dynamics modeling to address health disparities: an academic-community partnership case study	4
The art of quitting smoking: evaluating gain-framed multimodal antismoking messages among postgraduate students	4
Conceptualising reflexivity within critical discourse of social marketing	4
Identifying e-waste recycling solutions: a theory-guided approach	3
Applying social marketing techniques to reduce problematic drinking among UK university students: a quasi-systematic review	3
Unpacking the role of maximizing decision-making style in employee’s waste sorting intentions: the perspective of comprehensive action determinant model	3
The plastic of the future: determinants for switching intention from synthetic to biodegradable plastics among the young consumers	3
What drives citizens to get the COVID-19 vaccine? The integration of protection motivation theory and theory of planned behavior	3
Editorial: Nothing about us without us: participatory design application in social marketing	3
Solar rooftop adoption among Indian households: a structural equation modeling analysis	3
The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine	3
Advertising to reduce meat consumption: positive framing versus negative framing effects on attention	3
Increasing employer willingness to hire people with disability: the perspective of disability employment service providers	3
Consumer intentions to purchase remanufactured products: a behavioral reasoning theory approach	3
Enhancing household water use market segmentation: the SHIFT framework in action	2
When individual action requires collective approval: a roadmap for solar power adoption by strata property owners	2
Fear, efficacy, and the curtain call: evaluating the cognitive and temporal impact of cinema-based anti-smoking PSAs	2
Tiriti-dynamic social marketing: a framework for transformative practice in Aotearoa New Zealand	2
Preparing for retirement: the influence of message frame, message appeal and life stage	2
Empowering healthy food choice: efficacy of health promotion versus disease prevention social marketing interventions in an online study	2
Advancing social marketing research: evidence from Brazil	2
Reducing plastic waste in the workplace: a program evaluation	2
Hell for consumer addiction?: thematic analysis of COVID-19 narratives in a gambling support forum	2
BUILD: a five-step process to develop theory-driven social marketing interventions	2
Editorial: Social marketing futures	2
Effect of alcohol ad content regulations on young people: a multi-method study	2
Guest editorial: Centring indigenous peoples’ knowledges, perspectives and experiences in social marketing	2
Reducing food waste through persuasive communication design: how data visualisation principles reinforce behaviour change social marketing messages	2