OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Social Marketing is 3. 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 2021-07-01 to 2025-07-01.)

Article	Citations
Intention and behavior toward bringing your own shopping bags in Vietnam: integrating theory of planned behavior and norm activation model	47
Exploring the relationship between car brands and risky driving	32
Intention to Vaccinate against COVID-19: a Social Marketing perspective using the Theory of Planned Behaviour and Health Belief Model	31
Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study	29
An approach to targeted promotion of HPV vaccination based on parental preferences for social media content	26
The relative merit of two segmentation approaches: executives views and a cost-benefit analysis	22
Understanding flooding events in Ghana: a social marketing and self-determination theory perspective	20
Exploring upstream, midstream and downstream measures for wildlife conservation in Ghana: an integrative social marketing approach	19
Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study	17
A new approach to audience segmentation for vaccination messaging: applying the anger activism model	16
Partnering for UN SDG #17: a social marketing partnership model to scale up and accelerate change	15
Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion	15
An extended theory of planned behaviour model to predict intention to use bioplastic	13
Mitigation versus adaptation: climate-change-related appeals and pondering the future	12
Bringing social marketing closer to the disability field	11
Playing to win: enhancing programme success through more frequent use of competitive analysis	11
Exploring the drivers of energetic seniors’ social reengagement intention: evidence from China’s Pearl River Delta region	10
Improving theory use in social marketing: the TITE four-step theory application process	10
Two-stage taxonomy for measuring success in social marketing practice	10
Addressing “social hesitancy” with visual marketing	10
The role of user centric measures in the use of non-pharmaceutical interventions (NPIs)	10
Understanding acceptability of non-cash incentives to encourage voluntary blood donation: a psychographic approach	9
Understanding the leaky pipeline system: behavioural ecological approach to the social marketing of women thriving in STEM careers	9
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

Social marketing framework for anti-littering behavior: an integrated serial mediation model	8
Rapid, iterative application of the co-create, build, engage (CBE) framework: development of Blurred Minds Vaping and the Environment module	8
Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign	8
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
Can social cognitive theory explain breakfast frequency in workplace institutional feeding populations?	7
Publisher’s note	6
Harnessing social listening to explore consumer cognitive bias: implications for upstream social marketing	6
The relationship between feminist collective action and social media engagement	6
Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour	5
Evaluating social marketing efficacy: the case of the Chinese anti-food waste law to reduce food ordering	5
“Why should I care about pollution?” The role of moral disengagement, guilt and plastic usage intention while ordering food online	5
A social marketing strategy to promote preconception care: development of the Woke Women strategy	5
“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation	5
When lack of food waste concern curbs youths’ intention to reduce it: the role of nudging as a solution	5
The impact of immersive 360° video on environmental awareness and attitude toward climate change: the moderating role of cybersickness	4
Factors predicting pro-environmental behavior: the case of baby diapers	4
Recognising motivation in others: the effectiveness of using social proof to change driving behaviour	4
Co-creating and evaluating social marketing programs: a living lab approach	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
Designing solutions to challenging the status quo – a multi-stakeholder approach	4
Goal-framing theory in environmental behaviours: review, future research agenda and possible applications in behavioural change	4
Solar rooftop adoption among Indian households: a structural equation modeling analysis	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
Addiction or social need: towards a model to predict smoking cessation intentions	3
Editorial: Nothing about us without us: participatory design application in social marketing	3
Consumer intentions to purchase remanufactured products: a behavioral reasoning theory approach	3
Increasing employer willingness to hire people with disability: the perspective of disability employment service providers	3
Adoption of safe motherhood practices and the moderating role of facilitating conditions	3
Unpacking the role of maximizing decision-making style in employee’s waste sorting intentions: the perspective of comprehensive action determinant model	3
Reducing plastic waste in the workplace: a program evaluation	3
The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine	3
Conceptualising reflexivity within critical discourse of social marketing	3