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 2022-06-01 to 2026-06-01.)

Article	Citations
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages	115
Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm	28
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products	23
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry	20
Can a Whisper Boost Recall Of Video Advertisements?	19
The JAR 2024 List of Research Priorities	18
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	17
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation	17
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	16
How Brand Managers Can Maximize Engagement with ASMR YouTube Content	15
The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?	14
How Does Interacting with AI Versus Human Agents Influence Consumer Identity-Based Choices? The Roles of Distinctiveness and Assimilation Motives	14
The Arousal Effect: How Influencers’ High-Arousal Language Boosts Purchase Intention for Self-Improvement Products	14
Explication of the Virtual Influencer Ecosystem	14
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?	13
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands	13
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements	12
Can We Turn ASMR Experiences Into Advertising?	12
Do Consumers Prefer Sad Faces On Eco-Friendly Products?	11
An Investigation of How and Why Organizations Enact Greenhushing	10
Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers?	10
Why Casting Older Female Models Is Good for Advertising	10
Immersive Advertising—A Review and Research Agenda	10
Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising	9
Do Virtual Influencers Work for Luxury Brands? How Influencer Type and Message Appeal Shape Consumer Responses Through Schema Congruity	9

Ready or Not, Generative AI Is Here to Stay	8
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator	8
An Examination of Digital Accessibility Within Social Media Platforms	8
How Advertising Expenditures Affect Consumers’ Perceptions of Quality	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
The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers	8
How to Use the Power of Advertising To Enhance Social Good	7
Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets	7
The Limits of Brand Heritage in Luxury Advertising: Why Heritage-Based Storytelling May Fail for Certain Luxury Products	7
Examining Consumer Appraisals of Deepfake Advertising and Disclosure: Show Deepfakes as “Real Life” or Say They’re “Just Fantasy”?	7
How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo	7
How Is Influencer Follower Size Related to Brand Responses?	7
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?	7
Purpose Advertising and the Credibility Gap	6
Where to Next?	6
Does Childhood Exposure to a Brand Improve Brand Name Recognition?	5
Effects of Offline Versus Online Promotional Media on Consumer Response	5
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat	5
Extending Media Context Effects: Bidirectional Emotional Carryover Using Galvanic Skin Response	5
How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness	5
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements	5
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness	4
Help Shape the Future of Research at JAR	4
“That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications	4
Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers	4
When Does Integrating Human Values in Brands’ Communications Lower Social Media Engagement?	4
Actors Who Play Outlaws Can Be Good for Endorsing Products	4
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
Immersive Advertising through Co-Creation: Lessons from the Visitor Economy	4
The Impact of Advertising On a Company’s Stock Price	4
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising	3
How Influencer Type and Interest Appeals in Green Advertising Drive Pro-Environmental Behavior: The Moderating Role of Attribute Centrality	3
New Investigations Into Creativity, Data Sharing, and Influencers	3
When Brands Go Dark: A Replication and Extension	3
A Guide to Getting Published In the Journal of Advertising Research	3
The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes	3
How Anatomical Depiction in Advertisements Increase Recycling Intention: Making Internal Components Visible	3
How Mega- and Micro-Influencers Strategically Manage Authenticity: Exploring Influencer Types and Content Differences Based on Social Network Theory	3
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration	3
Pride Appeals and Temporal Framing Compatibility Effects In Green 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 In-Feed Ads Carry a Location Tag: The Effectiveness of Local In-Feed Ads on Offline and Mobile Sales	3
Searching for the Holy Grail of Sponsorship-Linked Marketing	3
Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models	3
Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?	2
Rethinking Expectancy Disconfirmation in Consumer Responses to AI-Generated Creative Content	2
How Do Taxes on Car Sales Affect Television Advertising Strategies?	2
Analyzing the Effectiveness Of Pro-Social Advertising Appeals	2
When Are Photographs or Illustrations More Effective in Public Service Ads?	2

Grit in Advertising: How a Promotion Focus Influences Consumer Variety-Seeking	2
Revisiting Direct Mail Effectiveness: Balancing Organizational Goals with Consumer Sustainability Concerns	2
When and Why Are Consumers Willing To Help For-Profit Companies in Distress?	2
Whether We Know It or Not, We’re All Slowly Befriending AI Agents	2
Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness	2
The Impact of Ad Repetition on Viewer Attention in Connected and Linear Television	2
A Meta-Analytic Comparison of Human Influencers and Virtual Influencers Across Different Levels of Human-Likeness: Is Humanness More Persuasive?	2
A Comparison of Social Media Influencers’ KPI Patterns across Platforms	2
Benefit Appeals in Livestreaming E-Commerce: The Moderating Role of Influencers’ Facial Beauty and Body Motion	2
Human vs. AI Influencer Marketing on Instagram: The Role of Message Appeals and Perceived Humanness	2