What are the most common topics in recent marketing research?

In the last 30 days, the most frequent OpenAlex keywords in papers from the tracked marketing journals were “consumer behavior” (19), “purchase intention” (11), “customer engagement” (8), “influencer marketing” (7) and “consumer attitudes” (5).

Which universities and institutions publish the most marketing research?

In the last 30 days, the institutions with the most papers in the tracked marketing journals were University of Bath (4), Oklahoma State University (3), Texas Tech University (3), Georgia State University (3) and Sichuan University (3).

Which countries publish the most marketing research?

Counting papers with at least one author at an institution in the country, the leaders over the last 30 days were United States (37), China (36), United Kingdom (14), Australia (9) and Germany (7).

Which equations and models do recent marketing research papers use most?

Counting papers that mention them by name in the title, abstract, keywords or full text, the most frequent in the tracked marketing journals over the last 30 days were Structural equation modeling (SEM) (27), Mediation model (indirect effect) (7), Difference-in-differences (4), Random forest (4) and Gradient boosting (XGBoost) (3).

What data do recent marketing research papers use?

Counting papers that mention a dataset by name, the kinds of data used most over the last 30 days were Social media data (10), Optimization benchmark instances (3), Online reviews, e-commerce and recommender data (2), Company financial statements (1) and Corporate governance and executive data (1); the most-mentioned datasets were Facebook (6), YouTube / TikTok (5), OR-Library (3), Airbnb (1) and BoardEx (1).

Which marketing research topics are rising?

Compared with the ranking on 2026-10-22, the keywords that climbed the most were “consumer behavior” (new, now #1), “purchase intention” (new, now #2), “customer engagement” (new, now #3), “influencer marketing” (new, now #4) and “consumer attitudes” (new, now #5).

How current is this data?

It is rebuilt from OpenAlex 4 times a day (00:00, 06:00, 12:00, 18:00, UTC+09:00); the last update was 2026-10-28 12:01 UTC+09:00. OpenAlex usually indexes new papers within a few days of publication.

Marketing research rankings

Papers in the 15 tracked marketing journals, window 2026-09-29 – 2026-10-28 (30 days). Keywords, institutions, web domains and countries are ranked by paper count. Also as Markdown.

Latest monthly report: September 2026 · all 36 months

135Papers (30 days)

17Papers (last 7 days)

15Journals

247Institutions

49Countries

242Web domains

Key findings#

In the last 30 days (2026-09-29 to 2026-10-28), 135 papers were published in the 15 tracked marketing journals (as indexed by OpenAlex).
The most frequent keywords were “consumer behavior” (19), “purchase intention” (11) and “customer engagement” (8).
The institutions with the most papers were University of Bath (4), Oklahoma State University (3) and Texas Tech University (3).
United States was involved in 27% of the papers (37), followed by China (36) and United Kingdom (14).
Among institution web domains, .edu appeared on 33% of the papers.
The most-mentioned equations and models were Structural equation modeling (SEM) (27), Mediation model (indirect effect) (7) and Difference-in-differences (4).
The most-mentioned kinds of data were Social media data (10), Optimization benchmark instances (3) and Online reviews, e-commerce and recommender data (2); the most-mentioned datasets were Facebook (6), YouTube / TikTok (5) and OR-Library (3).
Rising since 2026-10-22: “consumer behavior” (new, now #1), “purchase intention” (new, now #2) and “customer engagement” (new, now #3).

Papers per day#

2026-09-292026-10-28

Show the numbers

Papers per publication date
Date	Papers
2026-09-29	0
2026-09-30	3
2026-10-01	22
2026-10-02	7
2026-10-03	4
2026-10-04	2
2026-10-05	10
2026-10-06	2
2026-10-07	3
2026-10-08	7
2026-10-09	5
2026-10-10	6
2026-10-11	0
2026-10-12	3
2026-10-13	4
2026-10-14	6
2026-10-15	7
2026-10-16	4
2026-10-17	7
2026-10-18	0
2026-10-19	6
2026-10-20	5
2026-10-21	5
2026-10-22	3
2026-10-23	4
2026-10-24	3
2026-10-25	2
2026-10-26	4
2026-10-27	1
2026-10-28	0

Growing lately# Trends →

Papers in Jul 2026–Sep 2026 beyond what the keyword's share in Oct 2023–Jun 2026 predicts
Keyword	Papers Jul 2026–Sep 2026	vs. earlier share
willingness to pay	12	+8
risk perception	13	+8
generative AI	14	+7
consumer trust	15	+6
human-AI collaboration	8	+6

Most-cited papers of the past three years# All →

Most-cited papers published since 2023-10-28 (citations counted by OpenAlex)
#	Citations	Per month	Title	Journal	Published	Authors
1	288	9.1	Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity	Journal of Retailing and Consumer Services	2024-03-12	Jasper David Brüns, Martin Meißner
2	261	7.9	Importance and performance in PLS-SEM and NCA: Introducing the combined importance-performance map analysis (cIPMA)	Journal of Retailing and Consumer Services	2024-01-23	Sven Hauff, Nicole Richter, Marko Sarstedt et al.
3	255	11.3	How generative AI Is shaping the future of marketing	Journal of the Academy of Marketing Science	2024-12-13	Dhruv Grewal, Cinthia Beccacece Satornino, Thomas H. Davenport et al.
4	239	6.9	Reviewing the SmartPLS 4 software: the latest features and enhancements	Journal of Marketing Analytics	2023-12-08	Jun‐Hwa Cheah, Francesca Magno, Fabio Cassia
5	227	9.0	The power of generative marketing: Can generative AI create superhuman visual marketing content?	International Journal of Research in Marketing	2024-09-20	Jochen Hartmann, Yannick Exner, Samuel Domdey

Rising keywords#

Keywords that climbed the most since 2026-10-22
#	Keyword	Papers	vs 2026-10-22
1	consumer behavior	19	new
2	purchase intention	11	new
3	customer engagement	8	new
4	influencer marketing	7	new
5	consumer attitudes	5	new
5	consumer response	5	new
7	customer satisfaction	4	new
7	generative AI	4	new
7	human-robot interaction	4	new
7	institutional theory	4	new

Top research keywords#

Top 20 · 2026-09-29 – 2026-10-28 (30 days)
#	Keyword	Papers	Last 7 days
1	consumer behavior	19	1
2	purchase intention	11	1
3	customer engagement	8	2
4	influencer marketing	7	0
5	consumer attitudes	5	0
5	consumer response	5	0
7	customer satisfaction	4	0
7	generative AI	4	1
7	human-robot interaction	4	2
7	institutional theory	4	0
7	moderating effect	4	1
7	service quality	4	0
7	signaling theory	4	0
14	artificial intelligence adoption	3	0
14	behavioral intention	3	0
14	consumer choice	3	0
14	consumer perception	3	1
14	corporate sustainability	3	0
14	grocery retail	3	1
14	omnichannel retail	3	0

Top universities and research institutions#

Top 20 · 2026-09-29 – 2026-10-28 (30 days)
#	Institution	Papers	Last 7 days
1	University of Bath	4	0
2	Oklahoma State University	3	1
2	Texas Tech University	3	1
2	Georgia State University	3	0
2	Sichuan University	3	0
2	UNSW Sydney	3	0
2	Universidade Nova de Lisboa	3	0
2	Babson College	3	0
2	Tecnológico de Monterrey	3	0
2	Macquarie University	3	1
11	Rutgers, The State University of New Jersey	2	1
11	Boston College	2	1
11	University of Iowa	2	0
11	Central University of Finance and Economics	2	0
11	Hong Kong Polytechnic University	2	1
11	Philipps University of Marburg	2	0
11	Manipal Academy of Higher Education	2	0
11	National University of Singapore	2	0
11	Xiamen University	2	0
11	Southwestern University of Finance and Economics	2	1

Top institution web domains#

Top 20 · 2026-09-29 – 2026-10-28 (30 days)
#	Web domain	Papers	Last 7 days
1	bath.ac.uk	4	0
2	babson.edu	3	0
2	gsu.edu	3	0
2	mq.edu.au	3	1
2	okstate.edu	3	1
2	scu.edu.cn	3	0
2	tec.mx	3	0
2	ttu.edu	3	1
2	unl.pt	3	0
2	unsw.edu.au	3	0
11	bc.edu	2	1
11	cufe.edu.cn	2	0
11	em-lyon.com	2	1
11	fsu.edu	2	1
11	jazanu.edu.sa	2	0
11	kfu.edu.sa	2	0
11	kuleuven.be	2	0
11	manipal.edu	2	0
11	monash.edu	2	0
11	ntu.ac.uk	2	0

Top countries#

Top 20 · 2026-09-29 – 2026-10-28 (30 days)
#	Country	Papers	Last 7 days
1	United States (US)	37	5
2	China (CN)	36	5
3	United Kingdom (GB)	14	1
4	Australia (AU)	9	1
5	Germany (DE)	7	2
6	South Korea (KR)	6	1
7	Belgium (BE)	5	0
7	India (IN)	5	0
7	Netherlands (NL)	5	1
7	Portugal (PT)	5	0
7	Saudi Arabia (SA)	5	0
12	Canada (CA)	4	2
12	France (FR)	4	1
12	Hong Kong (HK)	4	1
15	Spain (ES)	3	0
15	Indonesia (ID)	3	0
15	Mexico (MX)	3	0
15	Sweden (SE)	3	0
15	Taiwan (TW)	3	0
15	Vietnam (VN)	3	0

Research fields#

Top 10 · 2026-09-29 – 2026-10-28 (30 days)
#	Field	Papers	Last 7 days
1	Business, Management and Accounting	72	7
2	Social Sciences	24	1
3	Computer Science	22	3
4	Decision Sciences	4	1
5	Agricultural and Biological Sciences	3	0
5	Economics, Econometrics and Finance	3	2
7	Engineering	2	1
7	Psychology	2	2
9	Environmental Science	1	0
9	Medicine	1	0

Papers per journal#

Top 15 · 2026-09-29 – 2026-10-28 (30 days)
#	Journal	Papers	Last 7 days
1	Journal of Retailing and Consumer Services	57	5
2	Journal of the Academy of Marketing Science	10	3
3	Industrial Marketing Management	9	2
3	Journal of Marketing Analytics	9	2
5	Corporate Reputation Review	8	0
5	International Journal of Research in Marketing	8	0
5	Journal of Financial Services Marketing	8	1
8	Journal of Retailing	7	0
9	Public Relations Review	6	0
10	AMS Review	4	1
10	Journal of Consumer Policy	4	2
12	Marketing Letters	2	1
12	Place Branding and Public Diplomacy	2	0
14	International Review on Public and Nonprofit Marketing	1	0
15	Journal of Brand Management	0	0

Most-used equations and models#

Top 10 · 2026-09-29 – 2026-10-28 (30 days)
#	Equation or model	Formula	Papers
1	Structural equation modeling (SEM)	$\eta = B\eta + \Gamma\xi + \zeta,\quad y = \Lambda_y\,\eta + \varepsilon$	27
2	Mediation model (indirect effect)	$M = \alpha_0 + a X + e_1,\quad Y = \beta_0 + c' X + b M + e_2,\quad \text{indirect effect} = a\,b$	7
3	Difference-in-differences	$Y_{it} = \alpha_i + \lambda_t + \delta\,(\mathit{Treat}_i \times \mathit{Post}_t) + \varepsilon_{it}$	4
3	Random forest	$\hat f(x) = \frac{1}{B}\sum_{b=1}^{B} T_b(x)$	4
5	Gradient boosting (XGBoost)	$\mathcal{L} = \sum_i l(y_i, \hat y_i) + \sum_k \Omega(f_k),\quad \Omega(f) = \gamma T + \tfrac{1}{2}\lambda \lVert w \rVert^2$	3
5	Logistic regression (logit)	$\Pr(y = 1 \mid x) = \frac{1}{1 + e^{-x^\top\beta}}$	3
5	Ordinary least squares (OLS)	$\hat\beta = (X^\top X)^{-1} X^\top y$	3
8	Long short-term memory (LSTM)	$c_t = f_t \odot c_{t-1} + i_t \odot \tilde c_t,\quad h_t = o_t \odot \tanh(c_t)$	2
8	Mean-variance portfolio (Markowitz)	$\min_{w}\ w^\top \Sigma\, w\ \ \text{s.t.}\ \ w^\top \mu = \mu_p,\ \ w^\top \mathbf{1} = 1$	2
8	Propensity score matching	$e(x) = \Pr(D = 1 \mid X = x)$	2

Most-used data#

Top 10 · 2026-09-29 – 2026-10-28 (30 days)
#	Data category	Most-mentioned datasets	Papers
1	Social media data	Facebook (6), YouTube / TikTok (5), Twitter / X (1), Reddit (1)	10
2	Optimization benchmark instances	OR-Library (3)	3
3	Online reviews, e-commerce and recommender data	Airbnb (1), Taobao / Tmall / JD.com (1)	2
4	Company financial statements	Compustat (1)	1
4	Corporate governance and executive data	BoardEx (1)	1
4	Firm surveys and census data	World Bank Enterprise Surveys (1)	1
4	Governance and institutional indicators	Economic freedom indices (1)	1
4	International trade and input-output data	WITS / TRAINS tariff data (1)	1
4	Real estate and housing data	China housing platforms (Lianjia, Anjuke, Fang.com) (1)	1
4	Search, news and web data	Google Trends (1)	1

Latest marketing papers#

Latest marketing papers
Date	Title	Journal	Authors	Affiliations
2026-10-27	Digital Food-Sharing and Everyday Food Practices: Heterogeneous Routes of Recruitment and Contingent Reconfiguration	Journal of Consumer Policy	Hela Hassen, Lakhbir Singh
2026-10-26	Common ownership and consumer welfare	Journal of the Academy of Marketing Science	Saeed Janani, Sina Aghaie, Darima Fotheringham et al.	University of Denver; Wichita State University; Texas Tech University; …
2026-10-26	Sustainability in marketing: A systematic analysis and future research agenda	Journal of the Academy of Marketing Science	Jonathan M. Beck, Riley T. Krotz, Francisco Zuloaga Cosme et al.	University of Kansas; Florida A&M University - Florida State University College of Engineering
2026-10-26	Correction: People or planet? Consumer responses to socially and environmentally responsible brands	Marketing Letters	Gunben Ceren Aksu, Ozum Zor, Gergana Y. Nenkov	Rutgers, The State University of New Jersey; Rutgers Sexual and Reproductive Health and Rights; Boston College
2026-10-26	The inner workings of mobile banking adoption: a systematic literature review of intrinsic factors	Journal of Financial Services Marketing	Yektasadat Amirkhalili, Brian Paul Cozzarin, Stanko Dimitrov	University of Waterloo
2026-10-25	Pathways from spending self-control to life satisfaction: the roles of consumer minimalism, mindfulness, and financial well-being	Journal of Marketing Analytics	Petek Tosun, Elif Güner, Ahu Fidanci et al.	Kadir Has University; Ibn Haldun University; Lindenwood University
2026-10-25	Key account managers' relational identity and identification forms: When interpersonal meets intergroup within intra- and interorganizational contexts	Industrial Marketing Management	Catherine Pardo, Zoran Latinovic, Björn Sven Ivens	École de management de Lyon
2026-10-24	Camilla Crea & Marta Infantino (Eds.). (2025). Remedies to Digital Vulnerability in European Private Law: Pathways Towards Fairness. Cham: Springer. 538 pp. ISBN 978-3-032-19719-1	Journal of Consumer Policy	Ömer Gökhan Ulum	Mersin Üniversitesi
2026-10-24	Less real, more distinctive: How low environmental fidelity fosters distinctive product choice in virtual retail	Journal of Retailing and Consumer Services	Ju Yeun Jang, Ha Kyung Lee, Joonheui Bae	Oklahoma State University; Chungnam National University; Hong Kong Polytechnic University
2026-10-24	From AI boyfriends to AI shopping agents? The emerging convergence of relational AI and AI-assisted commerce	Journal of Marketing Analytics	Thomas Schöley, Niklas Mergner	FernUniversität in Hagen
2026-10-23	The double-edged effect of realism design in AI-powered digital streamers: The moderating role of social evaluative threat in livestreaming commerce	Journal of Retailing and Consumer Services	Yahui Liu, Lei Li, Shuai Yang	Nanjing Audit University; Carleton University; Donghua University
2026-10-23	Managing the dual nature of customer engagement in product innovation: A sensegiving and sensemaking perspective	Journal of the Academy of Marketing Science	Zhenghao Michael Xia, Xiaodong Marcus Li, Kang Xie et al.	South China University of Technology; Sun Yat-sen University
2026-10-23	Last-mile service provision and replenishment structures in community retailing	Journal of Retailing and Consumer Services	Shuxing Sun, Yan Xie, Chong Zhang et al.	Jiangnan University; Nanjing University of Posts and Telecommunications
2026-10-23	Foreign knowledge spillovers and new product development speed in boundary-spanning teams: A sufficiency–necessity perspective on digital interoperability and collaborative conflict resolution capabilities	Industrial Marketing Management	Charles Baah, Yaw Agyabeng‐Mensah, Ebenezer Afum et al.	Charles Darwin University; Macquarie University; University of Bristol; …
2026-10-22	Service experiences with companion robots in older adult care: A social belonging perspective	Journal of Retailing and Consumer Services	Wenju Ma, Yushi Jiang, Muhammad Khayyam et al.	Southwestern University of Finance and Economics; Southwest Jiaotong University; Chengdu University of Technology; …

Questions this page answers#

What are the most common topics in recent marketing research?: In the last 30 days, the most frequent OpenAlex keywords in papers from the tracked marketing journals were “consumer behavior” (19), “purchase intention” (11), “customer engagement” (8), “influencer marketing” (7) and “consumer attitudes” (5).
Which universities and institutions publish the most marketing research?: In the last 30 days, the institutions with the most papers in the tracked marketing journals were University of Bath (4), Oklahoma State University (3), Texas Tech University (3), Georgia State University (3) and Sichuan University (3).
Which countries publish the most marketing research?: Counting papers with at least one author at an institution in the country, the leaders over the last 30 days were United States (37), China (36), United Kingdom (14), Australia (9) and Germany (7).
Which equations and models do recent marketing research papers use most?: Counting papers that mention them by name in the title, abstract, keywords or full text, the most frequent in the tracked marketing journals over the last 30 days were Structural equation modeling (SEM) (27), Mediation model (indirect effect) (7), Difference-in-differences (4), Random forest (4) and Gradient boosting (XGBoost) (3).
What data do recent marketing research papers use?: Counting papers that mention a dataset by name, the kinds of data used most over the last 30 days were Social media data (10), Optimization benchmark instances (3), Online reviews, e-commerce and recommender data (2), Company financial statements (1) and Corporate governance and executive data (1); the most-mentioned datasets were Facebook (6), YouTube / TikTok (5), OR-Library (3), Airbnb (1) and BoardEx (1).
Which marketing research topics are rising?: Compared with the ranking on 2026-10-22, the keywords that climbed the most were “consumer behavior” (new, now #1), “purchase intention” (new, now #2), “customer engagement” (new, now #3), “influencer marketing” (new, now #4) and “consumer attitudes” (new, now #5).
How current is this data?: It is rebuilt from OpenAlex 4 times a day (00:00, 06:00, 12:00, 18:00, UTC+09:00); the last update was 2026-10-28 12:01 UTC+09:00. OpenAlex usually indexes new papers within a few days of publication.

Cite this page

Scholar4AI. (2026). Marketing research rankings. Journal Research Rankings. Retrieved October 28, 2026, from https://scholar4ai.com/categories/marketing

@misc{scholar4ai-categories-marketing,
  author = {{Scholar4AI}},
  title = {Marketing research rankings},
  year = {2026},
  howpublished = {\url{https://scholar4ai.com/categories/marketing}},
  urldate = {2026-10-28},
  note = {Journal Research Rankings; data from OpenAlex (CC0); licensed CC BY-NC 4.0}
}

Free to reuse for non-commercial purposes with attribution (CC BY-NC 4.0).