Most cited papers in Digital Marketing and Social Media
What are the most cited papers in Digital Marketing and Social Media?
The most cited paper in Digital Marketing and Social Media is "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" (Fred D. Davis, 1989), with 67,727 citations. Next come "User Acceptance of Information Technology: Toward A Unified View1" (44,647) and "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models" (25,784).
Showing 50 of 97 papers. Every paper with more than 2,291 citations is listed.
| # | Paper | ||
|---|---|---|---|
| 1 | Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology Fred D. Davis · MIS Quarterly | Sep 1989 | 67,727 |
| 2 | User Acceptance of Information Technology: Toward A Unified View1 Viswanath Venkatesh, Michael G. Morris, Gordon B. Davis et al. · MIS Quarterly | Sep 2003 | 44,647 |
| 3 | User Acceptance of Computer Technology: A Comparison of Two Theoretical Models Fred D. Davis, Richard P. Bagozzi, Paul R. Warshaw · Management Science | Aug 1989 | 25,784 |
| 4 | A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies Viswanath Venkatesh, Fred D. Davis · Management Science | Feb 2000 | 23,006 |
| 5 | Users of the world, unite! The challenges and opportunities of Social Media Andreas Kaplan, Michael Haenlein · Business Horizons | 14 Oct 2009 | 17,866 |
| 6 | The Commitment-Trust Theory of Relationship Marketing Robert M. Morgan, Shelby D. Hunt · Journal of Marketing | Jul 1994 | 17,404 |
| 7 | Social Network Sites: Definition, History, and Scholarship danah boyd, Nicole B. Ellison · Journal of Computer-Mediated Communication | Oct 2007 | 16,252 |
| 8 | Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 Viswanath Venkatesh, James Y.L. Thong, Xu · MIS Quarterly | Mar 2012 | 15,587 |
| 9 | Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Kevin Lane Keller · Journal of Marketing | 1993 | 10,504 |
| 10 | Understanding Information Technology Usage: A Test of Competing Models Shirley F. Taylor, Peter Todd · Information Systems Research | Jun 1995 | 8,826 |
| 11 | Understanding Information Systems Continuance: An Expectation-Confirmation Model1 Anol Bhattacherjee · MIS Quarterly | Sep 2001 | 8,659 |
| 12 | Trust and TAM in Online Shopping: An Integrated Model1 David Gefen, Elena Karahanna, Straub · MIS Quarterly | Mar 2003 | 8,576 |
| 13 | Technology Acceptance Model 3 and a Research Agenda on Interventions Viswanath Venkatesh, Hillol Bala · Decision Sciences | May 2008 | 8,124 |
| 14 | Developing Buyer-Seller Relationships F. Robert Dwyer, Paul H. Schurr, Sejo Oh · Journal of Marketing | Apr 1987 | 7,752 |
| 15 | The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty Arjun Chaudhuri, Morris B. Holbrook · Journal of Marketing | Apr 2001 | 6,627 |
| 16 | Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model Viswanath Venkatesh · Information Systems Research | Dec 2000 | 6,500 |
| 17 | A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study Wynne W. Chin, Barbara L. Marcolin, Peter R. Newsted · Information Systems Research | Jun 2003 | 6,496 |
| 18 | Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments J. Joseph Cronin, Michael K. Brady, G. Tomas M. Hult · Journal of Retailing | Jun 2000 | 6,406 |
| 19 | Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1 Fred D. Davis, Richard P. Bagozzi, Paul R. Warshaw · Journal of Applied Social Psychology | Jul 1992 | 6,217 |
| 20 | An Examination of the Nature of Trust in Buyer-Seller Relationships Patricia M. Doney, Joseph P. Cannon · Journal of Marketing | Apr 1997 | 6,166 |
| 21 | The Effect of Word of Mouth on Sales: Online Book Reviews Judith A. Chevalier, Dina Mayzlin · Journal of Marketing Research | 11 Jul 2006 | 6,062 |
| 22 | Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Thorsten Hennig‐Thurau, Kevin P. Gwinner, Gianfranco Walsh et al. · Journal of Interactive Marketing | Feb 2004 | 5,917 |
| 23 | Determinants of Long-Term Orientation in Buyer-Seller Relationships Shankar Ganesan · Journal of Marketing | Apr 1994 | 5,869 |
| 24 | Understanding Customer Experience Throughout the Customer Journey Katherine N. Lemon, Peter C. Verhoef · Journal of Marketing | 16 Jun 2016 | 5,587 |
| 25 | Social media? Get serious! Understanding the functional building blocks of social media Jan Kietzmann, Kristopher Hermkens, Ian P. McCarthy et al. · IRIS - Institutional Research Information System (Libera Università Internazionale degli Studi Sociali Guido Carli) | 2011 | 4,888 |
| 26 | User acceptance of information technology: system characteristics, user perceptions and behavioral impacts Fred D. Davis · International Journal of Man-Machine Studies | Mar 1993 | 4,768 |
| 27 | Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage1 Ritu Agarwal, Elena Karahanna · MIS Quarterly | Dec 2000 | 4,725 |
| 28 | Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations Donna L. Hoffman, Thomas P. Novak · Journal of Marketing | Jul 1996 | 4,721 |
| 29 | Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement Richard E. Petty, John T. Cacioppo, David W. Schumann · Journal of Consumer Research | Sep 1983 | 4,638 |
| 30 | Why Don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior1 Viswanath Venkatesh, Michael G. Morris · MIS Quarterly | Mar 2000 | 4,359 |
| 31 | Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior Kieran Mathieson · Information Systems Research | Sep 1991 | 4,221 |
| 32 | Why do people use information technology? A critical review of the technology acceptance model Paul Legris, John Ingham, Pierre Collerette · Information & Management | 2 Dec 2002 | 4,208 |
| 33 | Market Orientation: The Construct, Research Propositions, and Managerial Implications Ajay K. Kohli, Bernard J. Jaworski · Journal of Marketing | Apr 1990 | 4,106 |
| 34 | Social media: The new hybrid element of the promotion mix W. Glynn Mangold, David J. Faulds · Business Horizons | 11 Apr 2009 | 4,077 |
| 35 | The Field behind the Screen: Using Netnography for Marketing Research in Online Communities Robert V. Kozinets · Journal of Marketing Research | Feb 2002 | 3,941 |
| 36 | User Acceptance of Hedonic Information Systems1 Hans van der Heijden · MIS Quarterly | Dec 2004 | 3,852 |
| 37 | Running experiments on Amazon Mechanical Turk Gabriele Paolacci, Jesse Chandler, Panagiotis G. Ipeirotis · Judgment and Decision Making | Aug 2010 | 3,836 |
| 38 | Personal Computing: Toward a Conceptual Model of Utilization1 Ronald L. Thompson, Christopher Alan Higgins, Jane M. Howell · MIS Quarterly | Mar 1991 | 3,815 |
| 39 | Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research Dimitrios Buhalis, Rob Law · Tourism Management | 7 Mar 2008 | 3,804 |
| 40 | Extending the TAM for a World-Wide-Web context Ji-Won Moon, Young‐Gul Kim · Information & Management | Feb 2001 | 3,786 |
| 41 | Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs1 Elena Karahanna, Detmar W. Straub, Norman L. Chervany · MIS Quarterly | Jun 1999 | 3,699 |
| 42 | Self-Concept in Consumer Behavior: A Critical Review M. Joseph Sirgy · Journal of Consumer Research | Dec 1982 | 3,626 |
| 43 | A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents Dan J. Kim, Donald Lee Ferrin, H. Raghav Rao · Decision Support Systems | 13 Jul 2007 | 3,605 |
| 44 | A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology Ritu Agarwal, Jayesh Prasad · Information Systems Research | Jun 1998 | 3,585 |
| 45 | An examination of the effects of motivation and satisfaction on destination loyalty: a structural model Yooshik Yoon, Muzaffer Uysal · Tourism Management | 2 Nov 2003 | 3,378 |
| 46 | An Examination of Selected Marketing Mix Elements and Brand Equity Bong-Goo Yoo, Naveen Donthu, Sungho Lee · Journal of the Academy of Marketing Science | Apr 2000 | 3,364 |
| 47 | The sharing economy: Why people participate in collaborative consumption Juho Hamari, Mimmi Sjöklint, Antti Ukkonen · Journal of the Association for Information Science and Technology | 2 Jun 2015 | 3,320 |
| 48 | Predicting e-services adoption: a perceived risk facets perspective Mauricio S. Featherman, Paul A. Pavlou · International Journal of Human-Computer Studies | 31 Jul 2003 | 3,308 |
| 49 | Technology Readiness Index (Tri) Anitha Parasuraman · Journal of Service Research | May 2000 | 3,279 |
| 50 | Role of social media in online travel information search Zheng Xiang, Ulrike Gretzel · Tourism Management | 8 Apr 2009 | 3,266 |
Citations are OpenAlex's own counts, from its 2026-09-23 snapshot, so the ranking can differ from Google Scholar or Web of Science. A paper is listed for a field when OpenAlex files it under one of the field's topics; retracted papers and papers whose citation count cannot be traced to citing works are left out, and a preprint and the article it became are shown once. Release dates are OpenAlex's: where a source gave only a month or a year, that is what is shown. How the lists are chosen.