Digital Marketing and Social Media

Field	Social Sciences
Subfield	Sociology and Political Science
Domain	Social Sciences
OpenAlex	T10609

Smeal faculty

• Keran Zhao - score 11.0
• Chenhui Guo - score 7.0
• Wael Jabr - score 5.0
• Arvind Rangaswamy - score 2.0
• Stefan Wuyts - score 2.0
• Brett Christenson - score 1.0
• Marvin E. Goldberg - score 1.0
• Gary L. Lilien - score 1.0
• J. Andrew Petersen - score 1.0
• Courtney Szocs - score 1.0

Papers

• The Impact of New Media on Customer Relationships (2010) - cites 1395
• A multi-stage model of word-of-mouth influence through viral marketing (2008) - cites 896
• The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness (1990) - cites 440
• The Role of Marketing in Digital Business Platforms (2020) - cites 293
• Social Networks and Marketing (2007) - cites 281
• Know Yourself and Know Your Enemy: An Analysis of Firm Recommendations and Consumer Reviews in a Competitive Environment1 (2014) - cites 145
• Understanding Characteristics of Popular Streamers on Live Streaming Platforms: Evidence from Twitch.tv (2021) - cites 94
• Online to Offline: The Impact of Social Media on Offline Sales in the Automobile Industry (2021) - cites 85
• Direct and Indirect Spillovers from Content Providers’ Switching: Evidence from Online Livestreaming (2022) - cites 81
• Product Comparison Networks for Competitive Analysis of Online Word-of-Mouth (2013) - cites 71
• Online Reviews and Information Overload: The Role of Selective, Parsimonious, and Concordant Top Reviews (2022) - cites 64
• Social Networks in Marketing (2007) - cites 50
• Customer-based execution strategy in a global digital economy (2021) - cites 30
• Speaking fast and slow: How speech rate of digital assistants affects likelihood to use (2023) - cites 15
• Understanding Factors that Influence User Popularity in Live Streaming Platforms (2019) - cites 13
• Online to Offline: The Impact of Social Media on Offline Sales in the Automobile Industry (2017) - cites 8
• Using “Super Apps” in Online Retailing Operations: Evidence From a Large Hotel Chain (2024) - cites 7
• Do Incentive Hierarchies Induce User Effort? Evidence from an Online Knowledge Exchange (2014) - cites 6
• Lost in the Crowd: How Group Size and Content Moderation Shape User Engagement in Live Streaming (2025) - cites 2
• Hidden power: Impact of the “snippet” on online consumer engagement (2022) - cites 2
• Prosocial Behavior or Bystander Effect? The Role of Virtual Crowdedness in Encouraging User Contribution of a Mobile Virtual Community (2017) - cites 2
• The App Updating Conundrum: Implications of Platform’s Rating Resetting on Developers’ Behavior (2019) - cites 2
• Understanding the Nature and Effects of Content Providers’ Switching Behaviors: Evidence from Online Live Streaming (2019) - cites 1
• Distilling Brand Alliance Opportunities from Information Networks (2024) - cites 0
• Extracting Usable Information from Online Reviews: Methodology and Implications (2018) - cites 0
• Tokenizing Brand Marketing in the Fashion Industry: The Signaling Effects of Branded Non-Fungible Tokens on Consumer Engagement in Social Media (2024) - cites 0
• Modeling Co-Engagement Patterns in Brand Information Networks (2022) - cites 0
• Peer Influence in Online Social Games: Understanding its Effect on Willingness to <i>Play</i> and Willingness to <i>Pay</i> (2015) - cites 0
• Tokenizing the Online Profile: How Digital Asset Disclosure Sparks Social Connectivity in Online Social Networks (2025) - cites 0
• How Anticipating Indulgence Catalyzes Indulgent Behavior in the Present: An Abstract (2023) - cites 0