OOIR: Observatory of International Research

Papers

(The median citation count of Marketing Theory is 2. 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
Value co-destruction: Review and conceptualization of interactive value formation	63
How advertising got ‘woke’: The institutional role of advertising in the emergence of gender progressive market logics and practices	32
The broadening boundaries of materialism	28
Something old, something new: Enabled theory building in qualitative marketing research	27
Bleak signs of our times: Descent into ‘Terminal Marketing’	19
Machines driving machines: Deleuze and Guattari’s asignifying unconscious	18
Understanding value creation in digital context: An empirical investigation of B2B	16
The ethical consumption cap and mean market morality	16
Post-postmodern consumer authenticity, shantay you stay or sashay away? A netnography of RuPaul’s Drag Race fans	16
Landing in affective atmospheres	16
Object-oriented marketing theory	15
Hierarchies of knowledge about intersectionality in marketing theory and practice	15
High-fidelity consumption and the claustropolitan structure of feeling	13
See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing	13
Epistemic in/justice: Towards ‘Other’ ways of knowing	13
Introduction to special issue: Hierarchies of knowledge in marketing theory	12
Toward a divine economic system: Understanding exchanges in a religious consumption field	12
The queer manifesto: Imagining new possibilities and futures for marketing and consumer research	12
Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’	11
Eudaimonia: The sociocultural value of consumers’ social labor	11
The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture	11
Poetizing to improve consumer representation	10
How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking	9
Tickling tensions: Gazing into the parallax gap of the multicultural imaginary	9
Marketing-as-practice: A framework and research agenda for value-creating marketing activity	9

Social linking practices across physical distance: The material constitution of sociality	8
Failure: Perspectives and prospects in marketing and consumption theory	8
Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer	8
Writing telepathy back into marketing theory	8
Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (2020) “Meanings of theory”	8
Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis	7
The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research	7
Stigmas that matter: Diffracting marketing stigma theoretics	7
Why do crowds cause trouble? Exploring affective instability in collectivity	7
Crossing wires: short-circuiting marketing theory	6
‘Which part of the day is (wo)man o’clock?’: Desires, urges and possibilities of (un)becoming	6
The scalar politics of difference: Researching consumption and marketing outside the west	6
Resource entanglement and indeterminacy: Advancing the service-dominant logic through the philosophy of Karen Barad	6
Happiness and co-creation of value: Playing the blues	6
Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets	6
Consumption networks in times of social distancing: Towards entrained solidarity	5
The transformation of selling for value co-creation: Antecedents and boundary conditions	5
Interesting numbers: An ethnographic account of quantification, marketing analytics and facial coding data	5
Sensing privacy: Extending consumer privacy research through a consumer culture theory approach	4
Blaming me, blaming you! The pendulum of blame in payday lending	4
Neo-colonial hierarchies of knowledge in marketing: Toxic field and illusio	4
‘Clap for “some” carers’: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers	4
“Sometime in the future”—The technology entrepreneur as utopian market hero	4
A diamond in the rough: Inauthenticity and Gems TV	4
Rethinking ‘marketing as applied economics’	4
Curating a consumption ideology: Platformization and gun influencers on Instagram	4
Mundane emotions: Losing yourself in boredom, time and technology	4
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising	4
From heroism to martyrdom: Entrepreneurial identity work in alternative market movements	4
Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory	4
Market legitimation in countercultural market change	4
Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory	4
Clarifying and expanding the theory typology: A reply to readers’ comments	4
How conspicuousness becomes productive on social media	4
The platformization of consumer culture: A theoretical framework	4
The social thickening of market futures: Exploring the discursive work of drone visioneers	4
Algorithmic classifications in credit marketing: How marketing shapes inequalities	4
From flesh to food: Exploring consumers’ fluctuations in hysteresis	3
Restless platformance: How prosumer practices change platform markets	3
Platformised possessions and relational labour	3
The dynamics of teleoaffective configuration in practice adaptation	3
Sycomorphism in city branding: The case of Amazon HQ2	3
Netflix and cringe – affectively watching ‘uncomfortable’ TV	3
Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers	3
Memetic logics of participation: Fitness body culture on Instagram	3
Customer experiences in crisis situations: An agency-structure perspective	3
Pandemic-driven consumer behaviour: A foraging exploration	3
It’s no joke: The critical power of a laughing chorus	3
‘He’s got the touch’: Tracing the masculine regulation of the body schema in reciprocal relations between ‘self-others-things’	3
Sacrifice and violence in the marketplace	2

Transcending paradigmatic schisms and building ontological bridges: How Russ Belk’s “extended self” became canonical consumer research	2
Money is no object: Money, cryptocurrency, fiction	2
The cultural underpinnings of platformization: How social movement organizations helped form the category of the sharing economy	2
Introduction to the special section: Tribal marketing after Covid	2
Boo!	2
Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes	2
Less than net zero: Redirecting capitalist fantasies through fetishistic reversal	2
Nurturing an aesthetic tribe: Consuming and (re)producing ‘Quarantine Art’	2
The interplay between customers’ incidental and integral affects in value experience	2
Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of #cancel_efood in Greece	2
Lone not lonely: Conceptualising the lone consumer servicescape through speciality coffee	2