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 2022-08-01 to 2026-08-01.)

Article	Citations
All about Social Coupons! Evolution, Review and Research Directions	82
Predicting households’ attitudes and product adoption intentions	75
Sponsorships and branding: a social impact theory perspective	72
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	72
Capitalization of high-exposure risk events: long-term effects of natural gas pipeline incidents on US property values	69
Business ties and effectuation for radical innovation in small firms: the moderating role of competitive aggressiveness	68
Does greenwashing hinder employees’ brand citizenship behavior?	63
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	55
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	52
SDG reporting: an analysis of corporate sustainability leaders	52
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	50
A green step forward: the role of green marketing in nurturing green customer loyalty	50
Alleviating the interaction distrust of AI services: the moderating effect of sustainable development orientation	49
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	49
Role of product advantage in shaping product outcome: a hybrid review	48
Brand value co-creation and transaction costs in private label relationships	43
Meta-analytic insights into AI chatbots adoption in the service industry: uncovering dynamics and contextual insights using a meta-SEM approach	43
Optimizing marketing strategy: a video analysis approach	42
Permission marketing: a systematic review of 22 Years of research	41
Managing channel conflicts: how do expert power and reward power contribute?	35
Internal marketing: a systematic literature review and research agendas	34
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	32
Channel quality competition and hybrid contract strategies in multichannel retail supply chains	32
Consumer reactions to attacks against cherished brands	30
Gifting a warm-glow effect: how identity influences charitable gifting	29

The retail long game: expanded service or extended return?	29
How do cultural orientations impact organic product purchases?	28
An exploration of the role of stigma in socially responsible gift giving	28