| Gamification and online consumer decisions: Is the game over? S Tobon, JL Ruiz-Alba, J García-Madariaga Decision Support Systems 128, 113167, 2020 | 237 | 2020 |
| Turismo religioso: fenómeno social y económico S Tobon, N Tobon Perilla Turismo y sociedad 14, 237-249, 2013 | 112* | 2013 |
| The influence of opinion leaders’ ewom on online consumer decisions: A study on social influence S Tobon, J García-Madariaga Journal of Theoretical and Applied Electronic Commerce Research 16 (4), 748-767, 2021 | 102 | 2021 |
| Influencers vs the power of the crowd: A research about social influence on digital era S Tobon, J García-Madariaga Estudios Gerenciales 37 (161), 601-609, 2021 | 11 | 2021 |
| El papel de la discriminación de estímulos en la lealtad hacia un producto de consumo masivo S Tobon, AMP Acosta Universidad & Empresa 18 (31), 85-101, 2016 | 9* | 2016 |
| Lealtad conductual con discriminación marca/producto entre consumidores con historia diferencial de consumo S Tobon Facultad de Ciencias Humanas, 2012 | 6 | 2012 |
| La influencia del boca a oreja electrócnica (eWOM) en las decisiones de consumo online S Tobon Universidad Complutense de Madrid, 2020 | 4 | 2020 |
| Influenciador versus o poder da multidão: uma investigação sobre a influência social na era digital S Tobon, J García-Madariaga Estudios Gerenciales 37 (161), 601-609, 2021 | 2 | 2021 |
| Undesired Impulse e-Buying Behavior: An Exploratory Study: An Abstract C Abril, S Tobon Academy of Marketing Science Annual Conference-World Marketing Congress, 173-174, 2021 | 2 | 2021 |
| Gamification in marketing: reality or fiction? S Tobon, J Ruiz-Alba, J García-Madariaga EMAC Conference, 2019 | 1 | 2019 |
| El Valor Económico del Diseño en la Comunidad de Madrid (2010-2020). La ciudad creativa, motor de desarrollo regional: análisis comparativo con Londres y Los Ángeles S Tobon, García-Madariaga ESNE Editorial 14, 154, 2021 | | 2021 |
| The Dark Side of Impulse Buying: Gamified Strategies for e-tailers C Abril, S Tobon Proceedings of the European Marketing Academy, 50th, (92945), 2021 | | 2021 |
| Opinion leaders ewom’ role in consumer online decisions: does really matter? S Tobon, J García-Madariaga EMAC 2018 47th Annual European Marketing Academy, 2018 | | 2018 |
| How Much Influence Does an Opinion Leader Have On Product Recommendation On Consumer Purchase Behavior? S Tobon, J García-Madariaga XXX AEMARK: Universidad de Barcelona, España., 2018 | | 2018 |
