Raphael Odoom

University of Ghana

Also at University of Johannesburgfrom their recent papers

Publishing since 2012, latest 2026

Sociology and Political Science
Marketing
Strategy and Management
Organizational Behavior and Human Resource Management
Management of Technology and Innovation
Information Systems and Management

Publications: 522012–2026
Citations: 1,285to those papers
h-index: 19i10-index 27
Field-weighted impact: 5.791.00 is the world average
World top 10%: 52%27 of 52 scored papers
Open access: 12%6 papers free to read

By year

Papers, and the citations to them

Publications, left axisCitations to that year’s papers, right axis2026 still in progress

Career

On their papers

Every institution they have given on a paper.

Publications

52 in all

Storytelling in heritage tourism: the role of storytellers in shaping diasporic visitor experience and promoting Ghanaian heritage
2026Tourism Critiques Practice and TheoryJournalOpen access1 citation10.1108/trc-06-2025-0029
A mediated investigation into the impact of personalised content recommendations on experiential outcomes with Snapchat's [My AI] chatbot

Download CV:PDFWord

Citations received each year

Peerford

To all their work, old papers included. Google Scholar also counts citations from theses, books and web pages, so its line runs higher.

What they work on

From the classification of each paper

Subfields

Sociology and Political Science2344%
Marketing2242%
Strategy and Management2038%
Organizational Behavior and Human Resource Management1223%
Management of Technology and Innovation1019%
Information Systems and Management815%
Business and International Management713%
Artificial Intelligence48%
Economics and Econometrics48%
Information Systems48%

Physical Sciences
Social Sciences

Topics most written on

Digital Marketing and Social Media20
Consumer Behavior in Brand Consumption and Identification14
Customer Service Quality and Loyalty12
Entrepreneurship Studies and Influences9
Technology Adoption and User Behaviour8
Innovation and Socioeconomic Development7
International Business and FDI7
Corporate Identity and Reputation5
Environmental Sustainability in Business5
Corporate Finance and Governance3
Corporate Social Responsibility Reporting3
Organizational Leadership and Management Strategies3

Who they write with

Their most frequent co-authors, and the papers those co-authors share

Where their co-authors are

37% of their papers have a co-author abroad

papers co-written1234567Home

Most frequent partner countries

South Africa14
Australia4
United States2
Denmark1
Saudi Arabia1
United Arab Emirates1
China1
Malaysia1

Papers with at least one author in that country.

Institutions written with most

University of JohannesburgZA13 papers
University of Professional StudiesGH10 papers
UniMAC-GIJGH8 papers
University of Media, Arts and CommunicationGH5 papers
University of Technology SydneyAU3 papers
Ghana Communication Technology UniversityGH3 papers
Lancaster University GhanaGH2 papers
University of the Free StateZA2 papers
D'Youville UniversityUS1 paper
King Saud UniversitySA1 paper

Where they publish

Journal of Product & Brand Management4
Marketing Intelligence & Planning3
African Journal of Economic and Management Studies2
Developments in marketing science: proceedings of the Academy of Marketing Science2
Journal of African Business2
Journal of Brand Management2

Development goals addressed

From each paper’s title and abstract

9Industry, innovation and infrastructure13
8Decent work and economic growth3
17Partnerships for the goals3
10Reduced inequalities2
16Peace, justice and strong institutions2

Most cited

Antecedents of social media usage and performance benefits in small- and medium-sized enterprises (SMEs)
Journal of Enterprise Information Management16
2017269 citationsWorld top 10%
Brand orientation and brand performance in SMEs
Management Research Review9
201894 citationsWorld top 10%
Brand avoidance: underlying protocols and a practical scale

Computers in Human Behavior Artificial Humans

Exploring Blockchain Technology and Digital Certificates in the Education Sector

2023BENTHAM SCIENCE PUBLISHERS eBooksBook chapterSenior author3 citations10.2174/9789815124750123010005

Blockchain Application for Healthcare Data Management and Patient Experience

2023Advances in marketing, customer relationship management, and e-services book seriesBook chapter0 citations10.4018/978-1-6684-7649-9.ch003

Service brand avoidance in business-to-business relationships

2022Journal of Product & Brand ManagementJournal10 citations10.1108/jpbm-10-2020-3172

Do mobile device and mobile app innovations trigger lifestylisations? Insights from consumers in developing countries

2022Qualitative Market Research An International JournalJournalFirst authorCorresponding2 citations10.1108/qmr-03-2022-0040

Brand and Market Orientations Linkage with Firm Performance: Towards a Hybridised Conceptual Framework: An Abstract

2020Developments in marketing science: proceedings of the Academy of Marketing SciencePublicationSenior author0 citations10.1007/978-3-030-42545-6_75

Brand avoidance: underlying protocols and a practical scale

2019Journal of Product & Brand ManagementJournalFirst author85 citations10.1108/jpbm-03-2018-1777

Service recovery satisfaction in offline and online experiences

2019Marketing Intelligence & PlanningJournalFirst author37 citations10.1108/mip-09-2018-0422

Service Brand Orientation and Firm Performance: The Moderating Effects of Relationship Marketing Orientation and Customer Orientation

2019Developments in marketing science: proceedings of the Academy of Marketing SciencePublicationFirst authorCorresponding2 citations10.1007/978-3-030-02568-7_60

Brand orientation and brand performance in SMEs

2018Management Research ReviewJournalFirst author94 citations10.1108/mrr-12-2017-0441

Resource access mechanisms in networks and SME survival in Ghana

2018Journal of Enterprising Communities People and Places in the Global EconomyJournal19 citations10.1108/jec-08-2017-0072

Using the health belief model in social marketing for cholera prevention

2018International Journal of Behavioural and Healthcare ResearchJournalSenior author4 citations10.1504/ijbhr.2018.101526

Branding in small- and medium-sized enterprises (SMEs)

2017Qualitative Market Research An International JournalJournalFirst author48 citations10.1108/qmr-12-2015-0091

Innovation and organizational development: the role of organizational leadership

2017African Journal of Economic and Management StudiesJournal30 citations10.1108/ajems-06-2016-0091

Branding capabilities and SME performance in an emerging market

2017Marketing Intelligence & PlanningJournalFirst author32 citations10.1108/mip-08-2016-0138

An empirical investigation of perceived relational benefits and brand engagement in restaurant services

2017International Journal of Contemporary Hospitality ManagementJournalFirst author27 citations10.1108/ijchm-01-2016-0040

Effects of regulations and competition on the innovativeness-performance relationship

2017International Journal of Bank MarketingJournalSenior author21 citations10.1108/ijbm-06-2016-0079

Branding and outcomes in small and medium-sized enterprises (SMEs): a resource–capability approach

2017Journal of Small Business & EntrepreneurshipJournalFirst authorCorresponding16 citations10.1080/08276331.2017.1300848

Brand-building efforts in high and low performing small and medium-sized enterprises (SMEs)

2016Journal of Small Business and Enterprise DevelopmentJournalFirst authorCorresponding42 citations10.1108/jsbed-05-2016-0067

Brand marketing programs and consumer loyalty – evidence from mobile phone users in an emerging market

2016Journal of Product & Brand ManagementJournalFirst authorCorresponding32 citations10.1108/jpbm-04-2016-1141

Management Research Review2

Qualitative Market Research An International Journal2

How it can be read

12% free to read

Diamond 1 · 2%Free to read and to publish
Gold 2 · 4%In an open-access journal
Hybrid 2 · 4%Open in a subscription journal
Bronze 1 · 2%Free to read, no open licence
Closed 46 · 88%Behind a paywall

Who funds it

3 of 52 papers name a funder

Danish International Development Agency1
King Saud University1
University of Ghana1
University of Ghana Business School1

Journal of Product & Brand Management17

201985 citationsWorld top 10%

Digital Transformation Process and the Capability and Capacity Implications for Small and Medium Enterprises

International Journal of E-Entrepreneurship and Innovation9

202081 citationsWorld top 10%