Leaderboards/Digital Marketing and Social Media

Digital Marketing and Social Media

Last updated July 15, 2026

Rising Stars

Fresh ink, massive impact

Researchers

1
M. Farid Ulinnuha
Unknown
2
Rebeka-Anna Pop
Babeș-Bolyai University
3
Shobhana Chandra
Institute of Technology Management
4
Khaoula Akdim
Hospital General de Almansa
5
Lázaro Florido‐Benítez
Universidad de Málaga
6
Claudia Franke
Saarland University
7
Fernanda Polli Leite
The University of Queensland
8
Jasper David Brüns
Technical University of Munich
9
Pei-San Lo
UCSI University
10
Murali Krishna Pendyala
Unknown

Papers

1
The Government's Role in DMO-based Urban Tourism in Kayutangan area of Malang city
International Journal of Innovative Science and Research Technology (IJISRT)|2024
958 cit.
2
Publication in International Journal of Innovative Science and Research Technology (IJISRT) (2024) [219 citations, W4402197694]
International Journal of Innovative Science and Research Technology (IJISRT)|2024
219 cit.
3
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
203 cit.
4
How Artificial Intelligence (AI) Is Powering New Tourism Marketing and the Future Agenda for Smart Tourist Destinations
Electronics|2024
72 cit.
5
The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers
Journal of Business Research|2024
58 cit.
6
The Cybersecurity Applied by Online Travel Agencies and Hotels to Protect Users’ Private Data in Smart Cities
Smart Cities|2024
51 cit.
7
Generative artificial intelligence: a proactive and creative tool to achieve hyper-segmentation and hyper-personalization in the tourism industry
International Journal of Tourism Cities|2024
43 cit.
8
Metaverse cannot be an extra marketing immersive tool to increase sales in tourism cities
International Journal of Tourism Cities|2024
41 cit.
9
Influencer marketing effectiveness: giving competence, receiving credibility
Journal of Travel & Tourism Marketing|2024
39 cit.
10
Shared moments, lasting impressions: Experience co-creation via travel livestreaming
Journal of Hospitality and Tourism Management|2024
34 cit.

Emerging Leaders

Drafting the new consensus

Researchers

1
Sergio Ibáñez‐Sánchez
Universidad de Zaragoza
2
Kuttimani Tamilmani
University of Bradford
3
Rhonda Hadi
University of Oxford
4
Chloe Rushworth
Northumbria University
5
Chris Hinsch
Grand Valley State University
6
M. Claudia tom Dieck
Manchester Metropolitan University
7
Michael Christofi
Vilnius University
8
Raymond Welling
Macquarie University
9
Neena Sinha
Guru Gobind Singh Indraprastha University
10
Pushp P. Patil
Swansea University

Papers

1
The Metaverse: A new digital frontier for consumer behavior
Journal of Consumer Psychology|2023
360 cit.
2
Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory
Psychology and Marketing|2022
157 cit.
3
Metaverse for service industries: Future applications, opportunities, challenges and research directions
Computers in Human Behavior|2023
71 cit.
4
Context in augmented reality marketing: Does the place of use matter?
Psychology and Marketing|2023
58 cit.
5
Digital Transformation of SMEs: The Role of Entrepreneurial Persistence and Market Sensing Dynamic Capability
IEEE Transactions on Engineering Management|2023
55 cit.
6
The effects of augmented reality shopping experiences: immersion, presence and satisfaction
Journal of Research in Interactive Marketing|2023
55 cit.
7
Strategic agility, openness and performance: a mixed method comparative analysis of firms operating in developed and emerging markets
Review of Managerial Science|2022
51 cit.
8
The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality
Computers in Human Behavior|2023
49 cit.
9
Moderating and mediating effect of perceived experience on merchant's behavioral intention to use mobile payments services
Journal of Financial Services Marketing|2022
40 cit.
10
Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective
Journal of Research in Interactive Marketing|2022
39 cit.

Current Senior Leaders

Wrote the book, still writing it

Researchers

1
Fred D. Davis
Texas Tech University
2
Michael Haenlein
University of Liverpool
3
Rob Law
University of Macau
4
Nicole B. Ellison
State University of Information and Communication Technologies
5
Yogesh K. Dwivedi
King Fahd University of Petroleum and Minerals
6
Detmar W. Straub
University of Georgia
7
Dina Mayzlin
University of Southern California
8
Daniel R. Fesenmaier
Temple University
9
Straub
Temple University
10
Naveen Donthu
Georgia State University

Papers

1
Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology
MIS Quarterly|1989
64.5k cit.
2
User Acceptance of Computer Technology: A Comparison of Two Theoretical Models
Management Science|1989
25.4k cit.
3
A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies
Management Science|2000
22.3k cit.
4
Users of the world, unite! The challenges and opportunities of Social Media
Business Horizons|2009
17.5k cit.
5
Social Network Sites: Definition, History, and Scholarship
Journal of Computer-Mediated Communication|2007
16.1k cit.
6
How to conduct a bibliometric analysis: An overview and guidelines
Journal of Business Research|2021
12.2k cit.
7
The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites
Journal of Computer-Mediated Communication|2007
9.8k cit.
8
Trust and TAM in Online Shopping: An Integrated Model1
MIS Quarterly|2003
8.2k cit.
9
Extrinsic and Intrinsic Motivation to Use Computers in the Workplace<sup>1</sup>
Journal of Applied Social Psychology|1992
6.1k cit.
10
The Effect of Word of Mouth on Sales: Online Book Reviews
Journal of Marketing Research|2006
5.9k cit.

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