OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Advertising Research is 2. 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 2022-01-01 to 2026-01-01.)

Article	Citations
Can a Whisper Boost Recall Of Video Advertisements?	99
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages	45
Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm	22
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products	18
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry	15
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation	14
The JAR 2024 List of Research Priorities	13
How Brand Managers Can Maximize Engagement with ASMR YouTube Content	11
Consumer Reactions to Product-Model Relative Size and Product Category in Print Advertisements: How Product-Model Relative Size and Product Category in Advertisements Influence Consumer Evaluations	11
How Co-Viewing Influences Attention to TV Ads and Programs Across Connected TV (CTV) and Linear TV: The Moderating Roles of Co-Viewing Time and Content Duration	11
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands	10
The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?	10
Explication of the Virtual Influencer Ecosystem	10
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?	9
An Investigation of How and Why Organizations Enact Greenhushing	9
Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers?	9
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements	9
Can We Turn ASMR Experiences Into Advertising?	9
Do Consumers Prefer Sad Faces On Eco-Friendly Products?	9
Immersive Advertising—A Review and Research Agenda	9
Why Casting Older Female Models Is Good for Advertising	9
An Examination of Digital Accessibility Within Social Media Platforms	8
Ready or Not, Generative AI Is Here to Stay	8
Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising	8
How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens	8

How Advertising Expenditures Affect Consumers’ Perceptions of Quality	7
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?	7
How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo	7
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator	7
Examining Consumer Appraisals of Deepfake Advertising and Disclosure: Show Deepfakes as “Real Life” or Say They’re “Just Fantasy”?	7
The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers	7
Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets	6
Does Childhood Exposure to a Brand Improve Brand Name Recognition?	6
Managing the Transparency Paradox Of Social-Media Influencer Disclosures	6
How Is Influencer Follower Size Related to Brand Responses?	6
How to Use the Power of Advertising To Enhance Social Good	6
How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness	5
Where to Next?	5
Effects of Offline Versus Online Promotional Media on Consumer Response	5
Consumer Recall and Recognition Of Co-Appearing Brands in TV Media	5
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat	5
Purpose Advertising and the Credibility Gap	5
Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Couple Interaction Matter in Household Purchase Decisions	4
How the Presence of Employee Avatars Affects Metaverse Shopping Behavior	4
The Impact of Advertising On a Company’s Stock Price	4
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements	4
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness	4
Immersive Advertising through Co-Creation: Lessons from the Visitor Economy	4
Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers	4
How Has the Digital Environment Affected Advertising Creativity?	4
Searching for the Holy Grail of Sponsorship-Linked Marketing	3
Actors Who Play Outlaws Can Be Good for Endorsing Products	3
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising	3
Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement	3
When Brands Go Dark: A Replication and Extension	3
How Mega- and Micro-Influencers Strategically Manage Authenticity: Exploring Influencer Types and Content Differences Based on Social Network Theory	3
The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes	3
New Investigations Into Creativity, Data Sharing, and Influencers	3
Do Sport Sponsorship Announcements Help or Hurt Rival Sponsors’ Market Values?	3
“That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications	3
Help Shape the Future of Research at JAR	3
How Do Taxes on Car Sales Affect Television Advertising Strategies?	2
Revisiting Direct Mail Effectiveness: Balancing Organizational Goals with Consumer Sustainability Concerns	2
A Comparison of Social Media Influencers’ KPI Patterns across Platforms	2
Analyzing the Effectiveness Of Pro-Social Advertising Appeals	2
Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness	2
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration	2
A Guide to Getting Published In the Journal of Advertising Research	2
Benefit Appeals in Livestreaming E-Commerce: The Moderating Role of Influencers’ Facial Beauty and Body Motion	2
Make Cause-Related Marketing Messages about Your Customers, Not the Brand	2
When and Why Are Consumers Willing To Help For-Profit Companies in Distress?	2
Pride Appeals and Temporal Framing Compatibility Effects In Green Advertising	2
Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models	2
When Are Photographs or Illustrations More Effective in Public Service Ads?	2
Are Consumers Moved by a Crying Tree Or a Smiling Forest?	2

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