OOIR: Observatory of International Research

Papers

(The H4-Index of European Journal of Marketing is 24. 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 2020-11-01 to 2024-11-01.)

Article	Citations
Unreal influence: leveraging AI in influencer marketing	127
Predictive model assessment and selection in composite-based modeling using PLS-SEM: extensions and guidelines for using CVPAT	98
A meta-analysis of the factors affecting eWOM providing behaviour	87
Antecedents and consequences of chatbot initial trust	76
Assessing the overall fit of composite models estimated by partial least squares path modeling	67
The role of perceived firm social media interactivity in facilitating customer engagement behaviors	61
Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge	61
Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives	56
Service encounters with virtual agents: an examination of perceived humanness as a source of customer satisfaction	46
The architecture of the phygital customer journey: a dynamic interplay between systems of insights and systems of engagement	41
Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory	37
Predicting collaborative consumption behaviour: a meta-analytic path analysis on the theory of planned behaviour	37
Digital technology-enabled transformative consumer responsibilisation: a case study	36
Social media influencers and transgressive celebrity endorsement in consumption community contexts	36
The impact of business-to-business salespeople’s social media use on value co-creation and cross/up-selling: the role of social capital	35
Brand hate: a literature review and future research agenda	34
“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities	34
Understanding the role of influencers on live streaming platforms: when tipping makes the difference	33
Gender stereotypes in advertising have negative cross-gender effects	30
Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption	29
“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics	29
Digital communication, value co-creation and customer engagement in business networks: a conceptual matrix and propositions	27
Marketing comes to its senses: a bibliometric review and integrated framework of sensory experience in marketing	26
Virtual influencer marketing: the good, the bad and the unreal	26