| YouTube vloggers' influence on consumer luxury brand perceptions and intentions JE Lee, B Watkins Journal of business research 69 (12), 5753-5760, 2016 | 1240 | 2016 |
| Assessing university brand personality through logos: An analysis of the use of academics and athletics in university branding BA Watkins, WJ Gonzenbach Journal of Marketing for Higher Education 23 (1), 15-33, 2013 | 250 | 2013 |
| Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude BA Watkins Public relations review 43 (1), 163-171, 2017 | 173 | 2017 |
| Visual communication of luxury fashion brands on social media: effects of visual complexity and brand familiarity JE Lee, S Hur, B Watkins Journal of Brand Management 25, 449-462, 2018 | 130 | 2018 |
| Tag me, tweet me if you want to reach me: An investigation into how sports fans use social media BR Haugh, B Watkins International Journal of Sport Communication 9 (3), 278-293, 2016 | 94 | 2016 |
| Revisiting the social identity–brand equity model: An application to professional sports BA Watkins Journal of Sport Management 28 (4), 471-480, 2014 | 91 | 2014 |
| Communicating brand identity on social media: A case study of the use of Instagram and Twitter for collegiate athletic branding B Watkins, JW Lee International Journal of Sport Communication 9 (4), 476-498, 2016 | 88 | 2016 |
| Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter B Watkins, R Lewis Public relations review 40 (5), 853-855, 2014 | 64 | 2014 |
| An integrated approach to sports branding: Examining the influence of social media on brand outcomes. B Watkins International Journal of Integrated Marketing Communications 6 (2), 2014 | 49 | 2014 |
| Winning with apps: A case study of the current branding strategies employed on professional sport teams’ mobile apps B Watkins, R Lewis International Journal of Sport Communication 7 (3), 399-416, 2014 | 41 | 2014 |
| Millennials’ uses and gratifications on LinkedIn: Implications for recruitment and retention SA Smith, B Watkins International Journal of Business Communication 60 (2), 560-586, 2023 | 27 | 2023 |
| Sport teams, fans, and twitter: The Influence of social media on relationships and branding B Watkins Rowman & Littlefield, 2018 | 26 | 2018 |
| Recruitment, retention, and engagement of a millennial workforce L Coffey, J Compton, DM Elkins, EE Gilles, S Herbert, JL Jenkins, ... Rowman & Littlefield, 2018 | 25 | 2018 |
| Score! How collegiate athletic departments are training student-athletes about effective social media use SA Smith, BA Watkins Journal of Public Relations Education 4 (1), 49-79, 2018 | 12 | 2018 |
| I am woman, but not roaring: An examination of similarities and differences in how male and female professional athletes are using Twitter B Watkins, R Lewis The Journal of Social Media in Society 5 (3), 5-36, 2016 | 12 | 2016 |
| I want to work there: how public relations agencies communicate organizational culture and identity on Instagram B Watkins, SA Smith Journal of communication management 26 (1), 58-83, 2022 | 9 | 2022 |
| Social Identification and Social Media in Sports: Implications for sport brands BA Watkins Routledge handbook of sport and new media, 200-210, 2014 | 8 | 2014 |
| Twitter as gateway to relationship Marketing: A content Analysis of Relationship Building via Twitter BA Watkins, R Lewis Social Media and Strategie Communications, 25-44, 2013 | 8 | 2013 |
| Social media & sports: An evaluation of the influence of twitter and mobile apps on brand-related consequences BA Watkins The University of Alabama, 2013 | 8 | 2013 |
| Best practices for communicating workplace culture on social media B Watkins, SA Smith Recruitment, Retention and Engagement of a Millennial Workforce, 1st ed …, 2018 | 6 | 2018 |
