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Recent Top Papers (60 days)

As of: 05 Dec 2022 - 03 Feb 2023

Rank	Paper	Downloads
1.	Conspiracy Theory: On Certain Misconceptions About the Uses of Behavioral Science in Government Cass R. Sunstein Harvard Law School Date Posted: 09 Jan 2023 Last Revised: 09 Jan 2023	514
2.	Integrating Brand Equity in MMM for a Long-term Ad Effectiveness Measurement Christina Antonie Reh, Konstanze Fichtner, Christian Schlereth, Torsten Mueller-Klockmann and Manuel Weber Chair of Digital Marketing, Meta Platforms Inc., WHU - Otto Beisheim School of Management, Marketing Science and Chair of Digital Marketing Date Posted: 16 Dec 2022 Last Revised: 17 Dec 2022	304
3.	Exploring the Role of Influencers and Customer Engagement on Purchase Intention in TikTok Live Streaming Shopping Qianyu Lin and Chompu Nuangjamnong Assumption University of Thailand and Graduate School of Business and Advanced Technology Management, Assumption University of Thailand Date Posted: 11 Dec 2022 Last Revised: 30 Jan 2023	231
4.	Media Narratives and Price Informativeness Chukwuma Dim, Francesco Sangiorgi and Grigory Vilkov George Washington University, Frankfurt School of Finance & Management and Frankfurt School of Finance & Management Date Posted: 12 Jan 2023 Last Revised: 30 Jan 2023	219
5.	Designing Promises with Reference-Dependent Customers: The Case of Online Grocery Delivery Time George Gui and Tilman H. Drerup Stanford Graduate School of Business and Instacart Date Posted: 11 Dec 2022 Last Revised: 12 Dec 2022	154
6.	Feasibility Business Analysis of Market and Marketing Aspects Superior Product in Polewali Mandar District Muh Sabir Laba, Mayasari Novrianti and Andi Asrifan Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar, Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar and Universitas Muhammadiyah Sidenreng Rappang Date Posted: 20 Jan 2023 Last Revised: 20 Jan 2023	103
7.	Does Premium Version Adoption in mHealth Improve User Engagement and Health-Related Outcomes? Yikun Jiang, Kosuke Uetake and Nathan Yang University of California, Berkeley, Yale School of Management and Cornell University Date Posted: 23 Dec 2022 Last Revised: 25 Dec 2022	95
8.	Is AIDA Effective Tool in Measuring Advertising/Marketing Campaigns? A Literature Review Madhumita Banerjee Manav Rachna International Institute of Research & Studies - Manav rachna international institute of research and studies Date Posted: 06 Dec 2022 Last Revised: 07 Dec 2022	85
9.	Where Does Advertising Content Lead You? We Created a Bookstore to Find Out Ilya Morozov and Anna Tuchman Kellogg School of Management and Northwestern - Kellogg Date Posted: 28 Dec 2022 Last Revised: 09 Jan 2023	81
10.	Toxic Content and User Engagement on Social Media: Evidence from a Field Experiment George Beknazar-Yuzbashev, Rafael Jiménez Durán, Jesse McCrosky and Mateusz Stalinski Columbia University, Social Science Research Council, Mozilla Foundation and University of Chicago Date Posted: 29 Dec 2022 Last Revised: 21 Jan 2023	60

All Time Top Papers

As of: 02 Jan 1997 - 03 Feb 2023

Rank	Paper	Downloads
1.	A Critical Review of Digital Marketing Madhu Bala and Deepak Verma DAV College for Girls and ISGEC Heavy Engineering Limited Date Posted: 14 Apr 2020 Last Revised: 14 Apr 2020	49,958
2.	The Dishonesty of Honest People: A Theory of Self-Concept Maintenance Nina Mazar, On Amir and Dan Ariely Boston University - Questrom School of Business, University of California, San Diego (UCSD) - Rady School of Management and Duke University - Fuqua School of Business Date Posted: 12 Apr 2007 Last Revised: 08 Apr 2011	26,494
3.	Factors Affecting Consumer's Online Shopping Buying Behavior Anurag Pandey and Jitesh Parmar Uka Tarsadia University, Students and Independent Date Posted: 03 Jan 2019 Last Revised: 19 Mar 2019	25,667
4.	Strategic Marketing Plan of Nike Hina Brohi, Rabel khubchandani, Joti Prithiani, Zaheer Abbas, Arslan Bhutto and Sumeet Chawla Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students and Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students Date Posted: 11 Apr 2016 Last Revised: 11 Apr 2016	21,867
5.	From Marketing Mix to E-Marketing Mix: A Literature Overview and Classification Gandolfo Dominici University of Palermo - d/SEAS Date Posted: 20 Nov 2011 Last Revised: 19 Aug 2014	21,256
6.	Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology Viswanath Venkatesh, James Y.L. Thong and Xin Xu Virginia Polytechnic Institute and State University - Pamplin College of Business, HKUST Business School and Hong Kong Polytechnic University Date Posted: 10 Feb 2012 Last Revised: 19 Jun 2014	19,119
7.	Valuation of Brands and Intellectual Capital Pablo Fernandez IESE Business School Date Posted: 29 May 2001 Last Revised: 26 May 2019	17,108
8.	What Makes Online Content Viral? Jonah A. Berger and Katherine L. Milkman University of Pennsylvania - Marketing Department and University of Pennsylvania - The Wharton School Date Posted: 27 Dec 2009 Last Revised: 30 Aug 2012	16,413
9.	'A Study on Factors Influencing on Buying Behaviour of Customers' Sudarshan Pawar and Sunil Naranje JSPM's Jayawant Institute of Management Studies and Janata Mahavidyalaya Date Posted: 15 Jul 2016 Last Revised: 15 Jul 2016	14,416
10.	Why Do People Use Social Media? Empirical Findings and a New Theoretical Framework for Social Media Goal Pursuit Donna L. Hoffman and Thomas Novak George Washington University School of Business and George Washington University School of Business Date Posted: 23 Jan 2012 Last Revised: 20 Aug 2014	13,456