OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Social Marketing 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 2022-04-01 to 2026-04-01.)

Article	Citations
Exploring the relationship between car brands and risky driving	85
Do we message with empowerment, empathy, or collectivity? A social media campaign microtargeting young Americans to encourage engagement with a bilingual COVID-19 chatbot	47
Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study	30
Indigenous social marketing: the Manuka Honey Purakau (Māorinarrative)	22
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
Classifying consumer zero-waste behaviours in South Africa: applying the 5R framework through discriminant analysis	16
Understanding flooding events in Ghana: a social marketing and self-determination theory perspective	14
Exploring upstream, midstream and downstream measures for wildlife conservation in Ghana: an integrative social marketing approach	14
Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion	13
Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study	13
Playing to win: enhancing programme success through more frequent use of competitive analysis	13
Two-stage taxonomy for measuring success in social marketing practice	11
Mitigation versus adaptation: climate-change-related appeals and pondering the future	11
A social marketing approach to blood donor commitment: the role of personal norms and self-conscious emotions	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	10
Motivating consumers to collaborate in reducing single-use plastic bottle pollution using an extended social identity model of collective action	9
Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing	8
Guest editorial: Introduction to the 50th anniversary special issue	8
Social marketing framework for anti-littering behavior: an integrated serial mediation model	8
Saying the same things differently: fighting health crises through social marketing pandemic communication strategies	8
Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign	8
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
Publisher’s note	7
Understanding waste segregation behavior in urban India: a qualitative study	7
The relationship between feminist collective action and social media engagement	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	6
When lack of food waste concern curbs youths’ intention to reduce it: the role of nudging as a solution	6
“Why should I care about pollution?” The role of moral disengagement, guilt and plastic usage intention while ordering food online	6
Evaluating social marketing efficacy: the case of the Chinese anti-food waste law to reduce food ordering	6
“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation	6
Emerging adult gamers and their diet – a socio-ecological approach to improve health behaviour	6