OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Advertising is 24. 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 2021-02-01 to 2025-02-01.)

Article	Citations
How Affective Evaluation and Tourist Type Impact Event Marketing Outcomes: Field Studies in Experiential Marketing	162
Older People in Advertising	113
Take a Break, But Make It Different! Moderating Effects of Incubation Task Specificity on Advertising Idea Generation	109
Promoting the Faith: Examining Megachurches’ Audience-Centric Advertising Strategies on Social Media	104
Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption	94
Understanding Consumers’ Visual Attention in Mobile Advertisements: An Ambulatory Eye-Tracking Study with Machine Learning Techniques	76
Ethnic Minorities in Advertising	69
Agent of Your Own Destiny: How Neoliberal Discourses Permeate Award-Winning Public Service Announcements	55
Moving Forward by Looking Back: Resurrected Advertising Topics as an Impetus for Investigative Endeavor	47
Manipulating Consumers with the Truth: Relative-Difference Claims in Advertising and Inferences of Manipulative Intent	39
Absorbing External Information: How Team-Level Cohesion and Friction Influence the Formulation of Creative Advertising	38
Keeping Up with Media Multitasking: An Eye-Tracking Study among Children and Adults to Investigate the Impact of Media Multitasking Behavior on Switching Frequency, Advertising Attention, and Advertis	38
Customer Inferences about Racial Composition in Ads: A Comparison of Monoracial and Interracial Models	37
The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study	34
Making Ads Stick: Role of Metaphors in Improving Advertising Memory	34
Does Your Boss Prefer Iced Tea Advertisements? The Effect of Feeling Powerful on Consumers’ Preference for Cold Advertisements	33
Pop-Up Special Section Introduction: Advertising and COVID-19—Examining the Impacts of the Pandemic on Agencies, Consumers, and Brands	31
Social Value: A Computational Model for Measuring Influence on Purchases and Actions for Individuals and Systems	30
It’s All about Timing: Captive Targeting through Mobile Ads	28
Evaluating the Impact of Religious Icons and Symbols on Consumer’s Brand Evaluation: Context of Hindu Religion	27
Ego Depletion and Charitable Support: The Moderating Role of Self-Benefit and Other-Benefit Charitable Appeals	27
COVID-19 Uncertainty and Temporal Framing in Advertising for Online Experiential Consumption	26
An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data	25
How Consumers Consume Social Media Influence	25
Unintended Consequences of Warmth Appeals: An Extension of the Compensation Effect between Warmth and Competence to Advertising	24