OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Intelligence & Planning 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 2021-05-01 to 2025-05-01.)

Article	Citations
Social media marketing, shoppers' store love and loyalty	103
From pandemic to Prada: examining online luxury-brand self-narratives	90
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	65
All about Social Coupons! Evolution, Review and Research Directions	60
Predicting households’ attitudes and product adoption intentions	50
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	37
Does greenwashing hinder employees’ brand citizenship behavior?	37
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	37
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	37
Consumers' psychological reactance and ownership in in-game advertising	35
SDG reporting: an analysis of corporate sustainability leaders	34
Brand value co-creation and transaction costs in private label relationships	32
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	30
Role of product advantage in shaping product outcome: a hybrid review	30
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	27
Comments and responses' combination: tourist destination's moderating effect	27
Optimizing marketing strategy: a video analysis approach	26
Permission marketing: a systematic review of 22 Years of research	24
A green step forward: the role of green marketing in nurturing green customer loyalty	24
Gifting a warm-glow effect: how identity influences charitable gifting	22
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	22
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	22
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	21
Effects of humor climate within online brand community	21
Are social media marketing activities reaping benefits for brands? The moderating role of education	21

Uncorking opportunities: a bibliometric review of wine marketing literature	20
Cultural differences in deliberate counterfeit purchase behavior	20
Consumer discrimination in service recovery situations	20
A “double-edged sword” effect of consumer expertise on tourism loyalty	20
Consumer reactions to attacks against cherished brands	19
Role of brand experience in predicting consumer loyalty	19
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	19
Rise and fall of interactions with brand communities	18
Consumer fear and healthy eating during COVID-19 pandemic	18
The role of product scarcity on display incompleteness	18
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	18
Mergers and acquisitions success: examining customer loyalty	18
Measuring environmental performance in business to business relationships: a bibliometric review	18
Effect of consumption values on consumer behavior: a Meta-analysis	17
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	16
Meta-analysis of augmented reality marketing	16
Channel integration in grocery retailers via mobile applications	16
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	16
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	16
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	15
Enhancing relationship strategies with the live stream influencers	14
What drives liking different brand-related social media content?	14
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	14
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	13
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	13
Salesforce output control and customer-oriented selling behaviours	13
Modelling the traits of consumer resilience: implications to emerging markets	13
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	13
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	13
Organisational and environmental indicators of B2B sales performance	13
Marketing affordance of social media for product innovation: the role of organizational structures	12
How the time of day impacts social media advertising outcomes on consumers	12
Should SMEs diversify their global destinations? The role of market insights and digital transformation	12
Did you find this review helpful?	11
A roadmap of retargeting campaigns for SMEs: a case study	11
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	11
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	10
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	10
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	10
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	10
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	10
Minimizing the negative impact of brand deletion	9
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	9
Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?	9
Harnessing the power of social media advertising: strategic opportunities	9
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	9
Green pride in sustainable versus premium brand decisions	9
Using Schmid–Leiman solution with higher-order constructs in marketing research	9
Service leniency: a dual logics perspective	9
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	9

A study on lender participation in peer to peer lending	9
Effect of discount frame on consumer responses: moderation of psychological distance and product nature	8
Unlocking the omnichannel shopping myth: can service convenience, shopping value and channel congruence strengthen perceived trust and satisfaction?	8
Classifying an incoming customer message into spam versus ham	8
Dysfunctional customer behavior and commitment to service quality	8
Green initiatives, sustainable luxury brand purchasing and brand experience in an emerging market: a moderated mediation analysis	8
How temporal landmarks affect individual psychology and behavior: influences and underlying mechanisms	8
The concepts of sustainability value and the application of big data in enhancing the ability of sustainability marketing	8
Ecolabelling: a meta-analytic structural equation modelling approach	7
Towards a general model explaining physical and digital counterfeits	7
Non-dyadic human–robot interactions and online brand communities	7
The dark side of artificial intelligence in marketing: meta-analytics review	7
Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework	7
How visual angle influences product recommendations in response to two-sided messages	7
Marketing's take on socio-economic performance	7
Brand ethicality as a driver of psychological, affective and behavioral response to a brand	7
Marketing intelligence and small firms' performance: the role of entrepreneurial alertness and effectuation	7
Integrating the critical concepts of sustainability to predict sustainable behavior – the moderating role of information seeking	7
From slogans to actions: How does social media marketing and collectivism drive green consumption behaviour?	7
Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentives	7
How perceived corporate social responsibility affects consumer citizenship behavior? Investigating the mediating roles of perceived employee behavior and consumer company identification	7
Shopping with perceived benefits of sustainable consumption in online resale platforms	6
Virtual reality in digital marketing: research agenda based on bibliometric reflection	6
Mitigating consumer guilt through resale	6
How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships	6
A holistic review of customer experience research: topic modelling using BERTopic	6
Maximizing customers' lifetime value using limited marketing resources	6
Are “buy X get X free” price promotions effective? An acquisition-transaction value perspective	6
Antecedents of similarity perception for store-branded lookalikes	6
Holistic customer experience: interplay between retail experience quality, customer in-shop emotion valence and in-shop involvement valence	6
Retail crowding: meta-analysis of contextual and cultural moderators	6
Luxury customer's motivations to adopt gamification	6
Impact of exogenous brand crises on consumer behaviour	6
The influence of social drivers on using ride-hailing services	6
Differential effects of digital transformation on the profitability and marketability of manufacturing firms	5
Unveiling consumer behavior in marketing: a meta-analytic structural equation modeling (Meta-SEM) of the model of goal-directed behavior (MGB)	5
Green skepticism: review and research agenda	5
Understanding esports venue operations: how venue characteristics influence spectator outcomes	5
Brand equity and financial performance: an institutional view	5
Optimizing fitness app features for enhanced user loyalty: a multi-study analysis	5
Sustainable, therefore reputable: linking sustainability, reputation, and consumer behaviour	5
Resilience in service firms: the impact of social capital on firm performance during turmoil	5
Identifying gratification behind the consumption of the OTT platforms in an emerging market: a means-end theory approach	5
Celebrity endorser scandal: a literature review and future research agenda	5
Can whimsically cute packaging overcome young consumer product unfamiliarity?	5
The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model	5
The role of psychological contract violation in shaping spurious loyalty	4
Identifying NFT consumer segments: a consumption value theory and luxury perspective	4
Enhancing participation intentions in online brand communities	4
Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance	4
Augmented reality: the key to unlock customer engagement potential	4
Exploring the role of spiritual leaders as celebrity business founders and brand endorsers	4
The effects of game mechanics on user retention in using social live streaming services	4
TBL dominant logic for sustainability in oriental businesses	4
Matching explanations with regulatory focus	4
Investigating consumers’ adoption of electric vehicles: a perceived value-based perspective	4
Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach	4
Influence of website quality on online impulse buying behaviour: a systematic review of literature	4
Chinese cultural element in brand logo and purchase intention	3
Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0	3
Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creation	3
Online complaint handling: a text analytics-based classification framework	3
Value co-creation: a metatheory unifying framework and fundamental propositions	3
Post-recovery behavioral outcome in service recovery: a conditional mediation perspective	3
The effectiveness of green demarketing campaigns: the moderating role of corporate social responsibility orientation	3
How do CSR disclosures facilitate knowledge-sharing behaviors?	3
Subscription intentions for ChatGPT plus: a look at user satisfaction and self-efficacy	3
Influencer marketing: purchase intention and its antecedents	3
What drives electric vehicles in an emerging market?	3
Recycling firm-generated content on social media platforms: phenomenon and research propositions	3
Over-the-top (OTT) platforms: a review, synthesis and research directions	3
Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis	3
Personal and social norms in responsible computer acquisition	3
Do CEO overconfidence and demographic characteristics moderate the effect of R&D investment on firm performance?	3