| Fake news and the economy of emotions: Problems, causes, solutions V Bakir, A McStay Digital journalism 6 (2), 154-175, 2018 | 1195 | 2018 |
| Emotional AI: The rise of empathic media A McStay Emotional AI, 1-248, 2018 | 298 | 2018 |
| Digital advertising A McStay Bloomsbury Publishing, 2017 | 223 | 2017 |
| Emotional AI, soft biometrics and the surveillance of emotional life: An unusual consensus on privacy A McStay Big Data & Society 7 (1), 2053951720904386, 2020 | 129 | 2020 |
| Emotional AI and EdTech: serving the public good? A McStay Learning, Media and Technology 45 (3), 270-283, 2020 | 96 | 2020 |
| Empathic media and advertising: Industry, policy, legal and citizen perspectives (the case for intimacy) A McStay Big data & society 3 (2), 2053951716666868, 2016 | 80 | 2016 |
| The mood of information: a critique of online behavioural advertising A McStay A&C Black, 2011 | 65 | 2011 |
| Creativity and advertising: Affect, events and process A McStay Routledge, 2013 | 59 | 2013 |
| Privacy and the Media A McStay SAGE Publications Ltd, 2017 | 55 | 2017 |
| Privacy and philosophy: New media and affective protocol A McStay | 55 | 2014 |
| Fake news and the economy of emotions: Problems, causes, solutions. Digital Journalism, 6 (2), 154-175 V Bakir, A McStay | 51 | 2018 |
| I consent: An analysis of the Cookie Directive and its implications for UK behavioral advertising A McStay new media & society 15 (4), 596-611, 2013 | 47 | 2013 |
| Emotional artificial intelligence in children’s toys and devices: Ethics, governance and practical remedies A McStay, G Rosner Big Data & Society 8 (1), 2053951721994877, 2021 | 44 | 2021 |
| African journalism: A journey of failures and triumphs G Ogola African Journalism Studies 36 (1), 93-102, 2015 | 40 | 2015 |
| A qualitative approach to understanding audience's perceptions of creativity in online advertising. A McStay Qualitative Report 15 (1), 37-58, 2010 | 38 | 2010 |
| Profiling phorm: an autopoietic approach to the audience-as-commodity A McStay Surveillance & Society 8 (3), 310-322, 2011 | 36 | 2011 |
| The metaverse: Surveillant physics, virtual realist governance, and the missing commons A McStay Philosophy & Technology 36 (1), 13, 2023 | 34 | 2023 |
| Fake news and the economy of emotions. Digital Journalism, 6 (2), 154-175 V Bakir, A McStay Online: https://doi. org/10.1080/21670811.2017 1345645, 2018 | 30 | 2018 |
| 3.1 Micro-moments, liquidity, intimacy and automation: Developments in programmatic Ad-tech A McStay Commercial Communication in the Digital Age. Berlin, Boston: De Gruyter, 143-160, 2017 | 27 | 2017 |
| ‘This time with feeling?’: Assessing EU data governance implications of out of home appraisal based emotional AI A McStay First Monday 24 (10), 2019 | 24 | 2019 |
