---
title: "Marketing research: top topics, institutions and countries"
description: "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)."
url: https://scholar4ai.com/categories/marketing
markdown_url: https://scholar4ai.com/categories/marketing.md
license: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/)
share_text: "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)."
data_url: https://scholar4ai.com/data/rankings.json
updated: 2026-10-28T12:01:38+09:00
window: 2026-09-29 to 2026-10-28
source: OpenAlex (CC0)
---

# 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.

Latest monthly report: https://scholar4ai.com/reports/2026-09.md (all months: https://scholar4ai.com/reports.md)

- Papers (30 days): 135
- Papers (last 7 days): 17
- Journals: 15
- Institutions: 247
- Countries: 49
- Web domains: 242

## 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

*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 (Jul 2026–Sep 2026 vs Oct 2023–Jun 2026)

*Papers in Jul 2026–Sep 2026 beyond what the keyword's share in Oct 2023–Jun 2026 predicts*

| Keyword | Papers per month, Oct 23 – Oct 26* | Papers Jul 2026–Sep 2026 | vs. earlier share |
|---|---|---:|---:|
| willingness to pay | 1, 0, 2, 1, 0, 0, 1, 0, 1, 0, 2, 1, 4, 1, 2, 1, 0, 1, 0, 1, 0, 1, 2, 1, 2, 0, 0, 1, 0, 1, 2, 2, 2, 6, 3, 3, 1 | 12 | +8 |
| risk perception | 2, 0, 0, 1, 1, 2, 0, 2, 2, 1, 2, 1, 2, 0, 1, 0, 4, 0, 0, 1, 2, 0, 1, 2, 1, 2, 3, 0, 3, 0, 0, 2, 4, 4, 4, 5, 0 | 13 | +8 |
| [generative AI](https://scholar4ai.com/keywords/generative-ai.md) | 0, 0, 1, 0, 4, 3, 2, 3, 0, 1, 3, 2, 2, 1, 3, 2, 0, 3, 2, 0, 1, 4, 0, 2, 2, 2, 4, 1, 1, 2, 1, 3, 4, 3, 8, 3, 4 | 14 | +7 |
| consumer trust | 1, 2, 0, 1, 1, 5, 0, 3, 1, 2, 3, 1, 4, 2, 2, 2, 3, 3, 1, 3, 0, 3, 2, 5, 3, 1, 1, 2, 2, 2, 2, 7, 4, 7, 6, 2, 2 | 15 | +6 |
| human-AI collaboration | 1, 0, 0, 0, 0, 1, 0, 0, 2, 0, 0, 0, 0, 0, 0, 0, 0, 1, 0, 0, 2, 0, 2, 0, 0, 0, 1, 2, 0, 3, 0, 0, 0, 2, 2, 4, 0 | 8 | +6 |

More: https://scholar4ai.com/trends.md

## Most-cited papers of the past three years

*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](https://doi.org/10.1016/j.jretconser.2024.103790) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 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)](https://doi.org/10.1016/j.jretconser.2024.103723) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 2024-01-23 | Sven Hauff, Nicole Richter, Marko Sarstedt et al. |
| 3 | 255 | 11.3 | [How generative AI Is shaping the future of marketing](https://doi.org/10.1007/s11747-024-01064-3) | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 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](https://doi.org/10.1057/s41270-023-00266-y) | [Journal of Marketing Analytics](https://scholar4ai.com/journals/journal-of-marketing-analytics.md) | 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?](https://doi.org/10.1016/j.ijresmar.2024.09.002) | [International Journal of Research in Marketing](https://scholar4ai.com/journals/international-journal-of-research-in-marketing.md) | 2024-09-20 | Jochen Hartmann, Yannick Exner, Samuel Domdey |

More: https://scholar4ai.com/rankings/cited.md

## Rising keywords (since 2026-10-22)

*Keywords that climbed the most since 2026-10-22*

| # | Keyword | Papers | vs 2026-10-22 |
|---:|---|---:|---:|
| 1 | [consumer behavior](https://scholar4ai.com/keywords/consumer-behavior.md) | 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](https://scholar4ai.com/keywords/generative-ai.md) | 4 | new |
| 7 | human-robot interaction | 4 | new |
| 7 | institutional theory | 4 | new |

## Top research keywords (top 20)

*Top 20 · 2026-09-29 – 2026-10-28 (30 days)*

| # | Keyword | Papers | Last 7 days |
|---:|---|---:|---:|
| 1 | [consumer behavior](https://scholar4ai.com/keywords/consumer-behavior.md) | 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](https://scholar4ai.com/keywords/generative-ai.md) | 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)

*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](https://scholar4ai.com/institutions/sichuan-university.md) | 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](https://scholar4ai.com/institutions/hong-kong-polytechnic-university.md) | 2 | 1 |
| 11 | Philipps University of Marburg | 2 | 0 |
| 11 | Manipal Academy of Higher Education | 2 | 0 |
| 11 | [National University of Singapore](https://scholar4ai.com/institutions/national-university-of-singapore.md) | 2 | 0 |
| 11 | Xiamen University | 2 | 0 |
| 11 | [Southwestern University of Finance and Economics](https://scholar4ai.com/institutions/southwestern-university-of-finance-and-economics.md) | 2 | 1 |

## Top institution web domains (top 20)

*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](https://scholar4ai.com/domains/scu.edu.cn.md) | 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)

*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)

*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)

*Top 15 · 2026-09-29 – 2026-10-28 (30 days)*

| # | Journal | Papers | Last 7 days |
|---:|---|---:|---:|
| 1 | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 57 | 5 |
| 2 | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 10 | 3 |
| 3 | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 9 | 2 |
| 3 | [Journal of Marketing Analytics](https://scholar4ai.com/journals/journal-of-marketing-analytics.md) | 9 | 2 |
| 5 | [Corporate Reputation Review](https://scholar4ai.com/journals/corporate-reputation-review.md) | 8 | 0 |
| 5 | [International Journal of Research in Marketing](https://scholar4ai.com/journals/international-journal-of-research-in-marketing.md) | 8 | 0 |
| 5 | [Journal of Financial Services Marketing](https://scholar4ai.com/journals/journal-of-financial-services-marketing.md) | 8 | 1 |
| 8 | [Journal of Retailing](https://scholar4ai.com/journals/journal-of-retailing.md) | 7 | 0 |
| 9 | [Public Relations Review](https://scholar4ai.com/journals/public-relations-review.md) | 6 | 0 |
| 10 | [AMS Review](https://scholar4ai.com/journals/ams-review.md) | 4 | 1 |
| 10 | [Journal of Consumer Policy](https://scholar4ai.com/journals/journal-of-consumer-policy.md) | 4 | 2 |
| 12 | [Marketing Letters](https://scholar4ai.com/journals/marketing-letters.md) | 2 | 1 |
| 12 | [Place Branding and Public Diplomacy](https://scholar4ai.com/journals/place-branding-and-public-diplomacy.md) | 2 | 0 |
| 14 | [International Review on Public and Nonprofit Marketing](https://scholar4ai.com/journals/international-review-on-public-and-nonprofit-marketing.md) | 1 | 0 |
| 15 | [Journal of Brand Management](https://scholar4ai.com/journals/journal-of-brand-management.md) | 0 | 0 |

## Most-used equations and models (top 10)

*Top 10 · 2026-09-29 – 2026-10-28 (30 days)*

| # | Equation or model | Formula | Papers |
|---:|---|---|---:|
| 1 | [Structural equation modeling (SEM)](https://scholar4ai.com/equations/structural-equation-modeling-sem.md) | $\eta = B\eta + \Gamma\xi + \zeta,\quad y = \Lambda_y\,\eta + \varepsilon$ | 27 |
| 2 | [Mediation model (indirect effect)](https://scholar4ai.com/equations/mediation-model-indirect-effect.md) | $M = \alpha_0 + a X + e_1,\quad Y = \beta_0 + c' X + b M + e_2,\quad \text{indirect effect} = a\,b$ | 7 |
| 3 | [Difference-in-differences](https://scholar4ai.com/equations/difference-in-differences.md) | $Y_{it} = \alpha_i + \lambda_t + \delta\,(\mathit{Treat}_i \times \mathit{Post}_t) + \varepsilon_{it}$ | 4 |
| 3 | [Random forest](https://scholar4ai.com/equations/random-forest.md) | $\hat f(x) = \frac{1}{B}\sum_{b=1}^{B} T_b(x)$ | 4 |
| 5 | [Gradient boosting (XGBoost)](https://scholar4ai.com/equations/gradient-boosting-xgboost.md) | $\mathcal{L} = \sum_i l(y_i, \hat y_i) + \sum_k \Omega(f_k),\quad \Omega(f) = \gamma T + \tfrac{1}{2}\lambda \lVert w \rVert^2$ | 3 |
| 5 | [Logistic regression (logit)](https://scholar4ai.com/equations/logistic-regression-logit.md) | $\Pr(y = 1 \mid x) = \frac{1}{1 + e^{-x^\top\beta}}$ | 3 |
| 5 | [Ordinary least squares (OLS)](https://scholar4ai.com/equations/ordinary-least-squares-ols.md) | $\hat\beta = (X^\top X)^{-1} X^\top y$ | 3 |
| 8 | [Long short-term memory (LSTM)](https://scholar4ai.com/equations/long-short-term-memory-lstm.md) | $c_t = f_t \odot c_{t-1} + i_t \odot \tilde c_t,\quad h_t = o_t \odot \tanh(c_t)$ | 2 |
| 8 | [Mean-variance portfolio (Markowitz)](https://scholar4ai.com/equations/mean-variance-portfolio-markowitz.md) | $\min_{w}\ w^\top \Sigma\, w\ \ \text{s.t.}\ \ w^\top \mu = \mu_p,\ \ w^\top \mathbf{1} = 1$ | 2 |
| 8 | [Propensity score matching](https://scholar4ai.com/equations/propensity-score-matching.md) | $e(x) = \Pr(D = 1 \mid X = x)$ | 2 |

## Most-used data (top 10)

*Top 10 · 2026-09-29 – 2026-10-28 (30 days)*

| # | Data category | Most-mentioned datasets | Papers |
|---:|---|---|---:|
| 1 | [Social media data](https://scholar4ai.com/datasets/social-media-data.md) | Facebook (6), YouTube / TikTok (5), Twitter / X (1), Reddit (1) | 10 |
| 2 | [Optimization benchmark instances](https://scholar4ai.com/datasets/optimization-benchmark-instances.md) | OR-Library (3) | 3 |
| 3 | [Online reviews, e-commerce and recommender data](https://scholar4ai.com/datasets/online-reviews-e-commerce-and-recommender-data.md) | Airbnb (1), Taobao / Tmall / JD.com (1) | 2 |
| 4 | [Company financial statements](https://scholar4ai.com/datasets/company-financial-statements.md) | Compustat (1) | 1 |
| 4 | [Corporate governance and executive data](https://scholar4ai.com/datasets/corporate-governance-and-executive-data.md) | BoardEx (1) | 1 |
| 4 | [Firm surveys and census data](https://scholar4ai.com/datasets/firm-surveys-and-census-data.md) | World Bank Enterprise Surveys (1) | 1 |
| 4 | [Governance and institutional indicators](https://scholar4ai.com/datasets/governance-and-institutional-indicators.md) | Economic freedom indices (1) | 1 |
| 4 | [International trade and input-output data](https://scholar4ai.com/datasets/international-trade-and-input-output-data.md) | WITS / TRAINS tariff data (1) | 1 |
| 4 | [Real estate and housing data](https://scholar4ai.com/datasets/real-estate-and-housing-data.md) | China housing platforms (Lianjia, Anjuke, Fang.com) (1) | 1 |
| 4 | [Search, news and web data](https://scholar4ai.com/datasets/search-news-and-web-data.md) | 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](https://doi.org/10.1007/s10603-026-09638-0) | [Journal of Consumer Policy](https://scholar4ai.com/journals/journal-of-consumer-policy.md) | Hela Hassen, Lakhbir Singh |  |
| 2026-10-26 | [Common ownership and consumer welfare](https://doi.org/10.1007/s11747-026-01213-w) | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 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](https://doi.org/10.1007/s11747-026-01220-x) | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 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](https://doi.org/10.1007/s11002-026-09843-4) | [Marketing Letters](https://scholar4ai.com/journals/marketing-letters.md) | 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](https://doi.org/10.1057/s41264-026-00399-y) | [Journal of Financial Services Marketing](https://scholar4ai.com/journals/journal-of-financial-services-marketing.md) | 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](https://doi.org/10.1057/s41270-026-00561-4) | [Journal of Marketing Analytics](https://scholar4ai.com/journals/journal-of-marketing-analytics.md) | 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](https://doi.org/10.1016/j.indmarman.2026.10.004) | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 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](https://doi.org/10.1007/s10603-026-09639-z) | [Journal of Consumer Policy](https://scholar4ai.com/journals/journal-of-consumer-policy.md) | Ömer Gökhan Ulum | Mersin Üniversitesi |
| 2026-10-24 | [Less real, more distinctive: How low environmental fidelity fosters distinctive product choice in virtual retail](https://doi.org/10.1016/j.jretconser.2026.105188) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 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](https://doi.org/10.1057/s41270-026-00556-1) | [Journal of Marketing Analytics](https://scholar4ai.com/journals/journal-of-marketing-analytics.md) | 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](https://doi.org/10.1016/j.jretconser.2026.105178) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 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](https://doi.org/10.1007/s11747-026-01206-9) | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 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](https://doi.org/10.1016/j.jretconser.2026.105183) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 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](https://doi.org/10.1016/j.indmarman.2026.10.006) | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 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](https://doi.org/10.1016/j.jretconser.2026.105186) | [Journal of Retailing and Consumer Services](https://scholar4ai.com/journals/journal-of-retailing-and-consumer-services.md) | 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

```bibtex
@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}
}
```

License: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/).