Media Marketing

Media marketing is an interdisciplinary academic concept and research domain focused on the strategic utilization, analysis, and impact of diverse media platforms and content modalities to achieve marketing objectives. It encompasses the study of audience engagement, platform dynamics, content strategy, measurement, and the socio-cultural implications of media-facilitated commercial and social communication.

11K

Publications

815.8K

Citations

21.3K

Authors

4.3K

Institutions

Publications per year

2017–2026

6.1K

Parents

Marketing

Children

Advertising EthicsBrand AuthorityChoice ArchitectureColor PsychologyContent MarketingCross-cultural CommunicationE-commerceEmotional MarketingFear AppealsGamification

Publications

11K

Research papers and scholarly works on Media Marketing.

		Year	Citations
1	The Commitment-Trust Theory of Relationship Marketing Robert M. Morgan, Shelby D. Hunt · Journal of Marketing Relationship MarketingCustomer SatisfactionMedia MarketingRelationship Marketing—establishing	1994	17.4K
2	The Commitment-Trust Theory of Relationship Marketing Robert M. Morgan, Shelby D. Hunt · Journal of Marketing Relationship MarketingCustomer SatisfactionMedia MarketingRelationship Marketing—establishing	1994	10.3K
3	Lead Users: A Source of Novel Product Concepts Eric von Hippel · Management Science Marketing AnalyticsDigital MarketingConsumer ResearchAccurate Marketing Research	1986	4.6K
4	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 Customer SatisfactionConsumer StudyTargeted AdvertisingSocial Marketing	1983	4.5K
5	I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience Alice Marwick, danah boyd · New Media & Society Social Medium MonitoringDigital MarketingOnline CommunicationEmerging Media	2010	4.3K

1–5 of 11K

Authors

21.3K

Leading researchers in Media Marketing. Counts cover only their work on this concept, not their overall record.

		Publications	Citations	H-Index
1	LP Leyland Pitt Simon Fraser University	23	2.6K	19
2	ZR Zillur Rahman Indian Institute of Technology Roorkee	20	2.5K	19
3	DV Demetris Vrontis University of Nicosia	16	1.8K	16
4	YK Yogesh K. Dwivedi Swansea University	18	2.2K	16
5	PH Paul Harrigan The University of Western Australia	19	2.1K	16

1–5 of 21.3K

Institutions

4.3K

Leading universities and research organizations in Media Marketing. Counts cover only their work on this concept, not their overall record.

		Publications	Citations	H-Index
1	Pennsylvania State University State College, United States	115	16.5K	45
2	Griffith University Brisbane, Australia	166	10.6K	43
3	Hong Kong Polytechnic University Hong Kong, Hong Kong	118	13.5K	41
4	Michigan State University East Lansing, United States	121	14.7K	41
5	University of North Texas Denton, United States	94	7.2K	39

1–5 of 4.3K

Venues

Leading journals and conferences in Media Marketing. Counts cover only their publications on this concept, not their overall record.

		Publications	Citations	H-Index
1	Psychology and Marketing	232	23.6K	84
2	Journal of Product & Brand Management	211	22.9K	81
3	European Journal of Marketing	236	21.5K	81
4	Journal of Marketing	109	55.2K	78
5	Internet Research	180	20.9K	76

1–5