OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Advertising Research is 0. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2021-05-01 to 2025-05-01.)

Article	Citations
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products	58
Can a Whisper Boost Recall Of Video Advertisements?	41
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages	36
How Brand Managers Can Maximize Engagement with ASMR YouTube Content	13
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry	13
How Cutting-Edge Research on Advertising And Branding Builds Customer Engagement	12
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation	11
The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?	9
The JAR 2024 List of Research Priorities	9
Explication of the Virtual Influencer Ecosystem	9
Can We Turn ASMR Experiences Into Advertising?	8
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands	8
Immersive Advertising—A Review and Research Agenda	8
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?	8
Do Consumers Prefer Sad Faces On Eco-Friendly Products?	7
Why Casting Older Female Models Is Good for Advertising	7
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements	7
Ready or Not, Generative AI Is Here to Stay	7
An Examination of Digital Accessibility Within Social Media Platforms	6
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator	5
How Advertising Expenditures Affect Consumers’ Perceptions of Quality	5
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?	5
The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers	5
New Insights on Advertising Execution And Consumer Engagement	5
How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens	5

Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets	5
How Is Influencer Follower Size Related to Brand Responses?	4
Does Childhood Exposure to a Brand Improve Brand Name Recognition?	4
Managing the Transparency Paradox Of Social-Media Influencer Disclosures	4
Where to Next?	4
How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo	4
Effects of Offline Versus Online Promotional Media on Consumer Response	4
How to Use the Power of Advertising To Enhance Social Good	4
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat	3
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements	3
How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness	3
The Effect of Guerrilla Marketing On Company Share Prices	3
Consumer Recall and Recognition Of Co-Appearing Brands in TV Media	3
Can Marijuana Counter-Marketing Prevent Underage Use?	3
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness	3
Purpose Advertising and the Credibility Gap	3
Help Shape the Future of Research at JAR	2
Actors Who Play Outlaws Can Be Good for Endorsing Products	2
Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Couple Interaction Matter in Household Purchase Decisions	2
“That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications	2
The Impact of Advertising On a Company’s Stock Price	2
Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers	2
How the Presence of Employee Avatars Affects Metaverse Shopping Behavior	2
How Has the Digital Environment Affected Advertising Creativity?	2
How Mega- and Micro-Influencers Strategically Manage Authenticity: Exploring Influencer Types and Content Differences Based on Social Network Theory	2
Immersive Advertising through Co-Creation: Lessons from the Visitor Economy	2
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration	1
Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising	1
How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation	1
Pride Appeals and Temporal Framing Compatibility Effects In Green Advertising	1
Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models	1
Searching for the Holy Grail of Sponsorship-Linked Marketing	1
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising	1
Do Sport Sponsorship Announcements Help or Hurt Rival Sponsors’ Market Values?	1
New Investigations Into Creativity, Data Sharing, and Influencers	1
When Brands Go Dark: A Replication and Extension	1
How Do Taxes on Car Sales Affect Television Advertising Strategies?	1
The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes	1
Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement	1
A Comparison of Social Media Influencers’ KPI Patterns across Platforms	1
A Guide to Getting Published In the Journal of Advertising Research	1
When and Why Are Consumers Willing To Help For-Profit Companies in Distress?	1
Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising	0
The Baby Animal Effect in Wildlife Conservation Advertising	0
When Consumers Tune Out Advertising Messages	0
The 2025 JAR Research Priorities List: Aligning Research with Key Challenges in Advertising	0
A Scientometric Study Of the Journal of Advertising Research	0
Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance	0
The Advertisement Puts Me Down, But I Like It	0
How Video Cover Images Influence Pre-Roll Advertisement Clicks	0

Gratitude in Health Messages: The Moderating Role of Anthropomorphism	0
Tips for Advertising Professionals Submitting to JAR	0
Introducing 2023 JAR Research Priorities	0
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change	0
Cause-Related Marketing Advertising Formats on Nonprofit Websites	0
Advertising Eco-Friendly Behavior To Young Adults: “Sweat” or “Do Good”?	0
Exploring the Value Of Shoppable Live Advertising	0
The Role of Faraway Fans In Sporting Event Sponsorship	0
Does Sadness Sell? The Use of Negative Emotions in Fundraising Appeals: Fundraising Strategies for For-profit and Nonprofit Organizations	0
What Makes Consumers Willing to Share Their Data in Addressable TV Advertising?	0
When Are Photographs or Illustrations More Effective in Public Service Ads?	0
Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough	0
Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?	0
The Effectiveness of Background Blurriness in Video Advertisements: How Video Background Blurriness and Construal Level Shape Consumer Perception	0
Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness	0
How the Impact of Social Media Influencer Disclosures Changes over Time	0
Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising	0
Can Personalization or Creativity Reduce Banner Blindness?	0
Navigating the Rapid Currents of Advertising	0
(How) Does the Number of Followers Impact the Success of Influencer Marketing? A Construal Level Perspective	0
A Comparative Analysis of Skippable Ads, Non-Skippable Ads, and Brand Placements: Evaluating YouTube Advertising Strategies	0
Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences	0
How Brands Communicate Arrogance Effectively? The Effect of Arrogant Expressions on Consumer Attention and Purchase	0
How Advertisements Mixing Black and White Actors Affect Consumer Intent	0
Who Needs Highly Creative Advertising?	0
How Do Information Sources Shape Voters’ Political Views?	0
How Male Consumers Respond to “Enlightened Manvertising” Campaigns	0
How to Shape Consumer Reaction to Corporate Environmental Communications	0
The Quest for Consumers’ Attention: Exploring Ad Tools, Tactics, and Devices	0
How Virtual Reality Can Increase Effectiveness of Prosocial Advertising	0
Are Virtual Influencers More Effective In Real-World Advertisement Settings?	0
Beyond the Targeted Customer: Spillover Effect through Social Influence	0
Broadened JAR Focus to Support Advertising Practitioners and Scholars	0
What Drives Consumers To Engage with Influencers?	0
When Brands Go Dark	0
How Does Retargeting Work For Different Gen Z Mobile Users?	0
An Investigation Into Slogan Design On Creating Slogan–Brand Alignment	0
An Empirical Examination of the Ad-Program “Congruence” Effect on Ad-Viewing Behaviors: Evidence from TVision Data	0
How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions	0
A Guide to Graphic Design For Functional versus Experiential Ads	0
A Legacy of Breakthrough Research And Respect for Tradition	0
The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns	0
Evaluating the Advertising Effectiveness Of Noncelebrity Endorsers	0
Are Consumers Moved by a Crying Tree Or a Smiling Forest?	0
Disruptive versus Nondisruptive Advertising In Online Streaming Video Services	0
When to Appeal to Cultural Capital in Advertisements? Cultural Capital Appeals Increase Purchase Intentions for High- But Not Low-Priced Products	0
Advertising Message Impact on Consumers	0
Managing Creativity in the Age Of Data-Driven Marketing Communication	0
Why the Experiential View Is Vital To Marketing Communications Research Now	0
The Stories You Tell	0
Is Your Brand Protected?	0
Roadblock Advertising In the Digital Context	0
An Analysis of the Audience of a Digital Subscription Magazine: Findings About Reach, Viewing Frequency, and Repeat-Viewing for Media Aggregators, Planners, and Advertisers	0
How Consumers Process Unexpected Online Advertisements	0
How to Use a Spokesperson’s Smile Effectively	0
How Charitable Appeals Shape Donors’ Donation Choices	0
Optimizing Product Placement Interface Design in Mobile Food Delivery Marketing	0
Analyzing the Effectiveness Of Pro-Social Advertising Appeals	0
Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes	0
Make Cause-Related Marketing Messages about Your Customers, Not the Brand	0
Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads	0
Unleashing the Power of AI and Big Data for Advertising: A Framework for Intensive Longitudinal Mediation When Using AI to Study Advertising Effectiveness	0
If I Understand Why a Product Looks Weird, Will I Buy It?	0