OOIR: Observatory of International Research

Papers

(The H4-Index of Marketing Intelligence & Planning is 28. 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
All about Social Coupons! Evolution, Review and Research Directions	156
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	74
Does greenwashing hinder employees’ brand citizenship behavior?	66
Business ties and effectuation for radical innovation in small firms: the moderating role of competitive aggressiveness	65
Sponsorships and branding: a social impact theory perspective	62
SDG reporting: an analysis of corporate sustainability leaders	62
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	54
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	53
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	49
A green step forward: the role of green marketing in nurturing green customer loyalty	48
Predicting households’ attitudes and product adoption intentions	48
Role of product advantage in shaping product outcome: a hybrid review	47
Managing channel conflicts: how do expert power and reward power contribute?	45
Optimizing marketing strategy: a video analysis approach	45
Comments and responses' combination: tourist destination's moderating effect	43
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	42
Brand value co-creation and transaction costs in private label relationships	40
Alleviating the interaction distrust of AI services: the moderating effect of sustainable development orientation	39
Permission marketing: a systematic review of 22 Years of research	37
Meta-analytic insights into AI chatbots adoption in the service industry: uncovering dynamics and contextual insights using a meta-SEM approach	37
Are social media marketing activities reaping benefits for brands? The moderating role of education	34
An exploration of the role of stigma in socially responsible gift giving	33
Channel quality competition and hybrid contract strategies in multichannel retail supply chains	31
Consumer reactions to attacks against cherished brands	29
Consumer discrimination in service recovery situations	29

The retail long game: expanded service or extended return?	28
Gifting a warm-glow effect: how identity influences charitable gifting	28
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	28