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 2021-11-01 to 2025-11-01.)

Article	Citations
Exploring the relationship between car brands and risky driving	61
Intention and behavior toward bringing your own shopping bags in Vietnam: integrating theory of planned behavior and norm activation model	36
Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study	29
Do we message with empowerment, empathy, or collectivity? A social media campaign microtargeting young Americans to encourage engagement with a bilingual COVID-19 chatbot	25
An approach to targeted promotion of HPV vaccination based on parental preferences for social media content	24
The relative merit of two segmentation approaches: executives views and a cost-benefit analysis	20
Understanding flooding events in Ghana: a social marketing and self-determination theory perspective	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	14
Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion	14
Improving theory use in social marketing: the TITE four-step theory application process	13
Playing to win: enhancing programme success through more frequent use of competitive analysis	12
Two-stage taxonomy for measuring success in social marketing practice	11
Mitigation versus adaptation: climate-change-related appeals and pondering the future	11
Exploring the drivers of energetic seniors’ social reengagement intention: evidence from China’s Pearl River Delta region	10
The role of user centric measures in the use of non-pharmaceutical interventions (NPIs)	10
Addressing “social hesitancy” with visual marketing	10
Social marketing framework for anti-littering behavior: an integrated serial mediation model	9
Understanding the leaky pipeline system: behavioural ecological approach to the social marketing of women thriving in STEM careers	9
Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing	9
Guest editorial: Introduction to the 50th anniversary special issue	9
Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign	8
Understanding acceptability of non-cash incentives to encourage voluntary blood donation: a psychographic approach	8
Saying the same things differently: fighting health crises through social marketing pandemic communication strategies	8
Understanding waste segregation behavior in urban India: a qualitative study	7

Can social cognitive theory explain breakfast frequency in workplace institutional feeding populations?	7
“Why should I care about pollution?” The role of moral disengagement, guilt and plastic usage intention while ordering food online	6
Rapid, iterative application of the co-create, build, engage (CBE) framework: development of Blurred Minds Vaping and the Environment module	6
Publisher’s note	6
The relationship between feminist collective action and social media engagement	6
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
When lack of food waste concern curbs youths’ intention to reduce it: the role of nudging as a solution	5
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	5
“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation	5
Co-creating and evaluating social marketing programs: a living lab approach	4
Factors predicting pro-environmental behavior: the case of baby diapers	4
Promoting respite for carers of people with dementia: a case study of social marketing effectiveness in hard to reach audiences	4
Advertising to reduce meat consumption: positive framing versus negative framing effects on attention	4
Editorial: Nothing about us without us: participatory design application in social marketing	4
A social marketing strategy to promote preconception care: development of the Woke Women strategy	4
Goal-framing theory in environmental behaviours: review, future research agenda and possible applications in behavioural change	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
Conceptualising reflexivity within critical discourse of social marketing	4
Evaluating social marketing efficacy: the case of the Chinese anti-food waste law to reduce food ordering	4
Designing solutions to challenging the status quo – a multi-stakeholder approach	4
Unpacking the role of maximizing decision-making style in employee’s waste sorting intentions: the perspective of comprehensive action determinant model	4
Adoption of safe motherhood practices and the moderating role of facilitating conditions	4
Solar rooftop adoption among Indian households: a structural equation modeling analysis	4
Consumer intentions to purchase remanufactured products: a behavioral reasoning theory approach	3
Identifying e-waste recycling solutions: a theory-guided approach	3
The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine	3
Is it still possible to reduce population salt intake in the absence of adequate national policies and regulations? A social marketing intervention	3
Increasing employer willingness to hire people with disability: the perspective of disability employment service providers	3
What drives citizens to get the COVID-19 vaccine? The integration of protection motivation theory and theory of planned behavior	3
The plastic of the future: determinants for switching intention from synthetic to biodegradable plastics among the young consumers	3
Preparing for retirement: the influence of message frame, message appeal and life stage	2
The restless desire for the new versus sustainability: the pressing need for social marketing in fashion industry	2
Reducing food waste through persuasive communication design: how data visualisation principles reinforce behaviour change social marketing messages	2
Empowering healthy food choice: efficacy of health promotion versus disease prevention social marketing interventions in an online study	2
The role of social marketing theory in assessing insecticide-treated net usage intentions among pregnant women in Ghana	2
Tiriti-dynamic social marketing: a framework for transformative practice in Aotearoa New Zealand	2
Using social marketing strategies to develop and pretest PrEP education materials for transgender women	2
Hell for consumer addiction?: thematic analysis of COVID-19 narratives in a gambling support forum	2
Why can’t we be friends? Bridging the academic/practitioner gap in social marketing	2
Editorial: Social marketing futures	2
Enhancing household water use market segmentation: the SHIFT framework in action	2
Reducing plastic waste in the workplace: a program evaluation	2
Adding hope to mitigate defensive responses: the effect of guilt+hope appeals in road safety campaigns	2
Addressing food waste with a socio-cultural approach to social marketing	2
BUILD: a five-step process to develop theory-driven social marketing interventions	2
When individual action requires collective approval: a roadmap for solar power adoption by strata property owners	2
Effect of alcohol ad content regulations on young people: a multi-method study	2