OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Advertising is 15. 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
It’s All about Timing: Captive Targeting through Mobile Ads	160
Changes in Definitions and Operationalizations in Advertising Research—Justified or Not?	144
Self-Discrepancy as a Motive for Non-Fungible Token (NFT) Acquisition: A Psychological Ownership Perspective	139
COVID-19 Uncertainty and Temporal Framing in Advertising for Online Experiential Consumption	126
An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data	98
Advertising in a Context Harm Crisis	89
Promoting Mask-Wearing in COVID-19 Brand Communications: Effects of Gain-Loss Frames, Self- or Other-Interest Appeals, and Perceived Risks	53
More than Shapes: The Silhouette Effect in Advertising	52
Introduction to Computational Advertising Research Methodology Themed Issue	51
Computer Vision Models for Image Analysis in Advertising Research	50
Computational Content Analysis in Advertising Research	49
Computational Methods for Improving the Observability of Platform-Based Advertising	48
Chatbot Advertising As a Double-Edged Sword: The Roles of Regulatory Focus and Privacy Concerns	45
Reflections on My Editorship of the Journal of Advertising	43
The Downside of Divinity? Reputational Harm to Sectarian Universities from Overtly Religious Advertising	42
Accessibility and Age: Can Legibility Improve Opportunity to Process Advertising?	39
Leveraging Social Media Advertising to Foster Female Consumers’ Empowerment and Engagement: The Role of Regulatory Mode	35
Speaking Up on Black Lives Matter: A Comparative Study of Consumer Reactions toward Brand and Influencer-Generated Corporate Social Responsibility Messages	35
Too Exciting to Care? When Expressing Gratitude Is a Detriment to the Brand	29
Transformative Advertising Research: Reimagining the Future of Advertising	28
Boredom in the Creative Studio	28
Battle of the Brand: Brand Attachment Inoculates Against the Negative Effects of Ad Repetition	28
Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients	27
Realistic Portrayals of Untrue Information: The Effects of Deepfaked Ads and Different Types of Disclosures	27
“I Thought My Idea to Use Your Idea Was a Great Idea”: Inadvertent Plagiarism in Marketing	26

Celebrating 50 Years of the Journal of Advertising and Beyond	26
Online Exploitation: Drawing the Line for Surveillance Advertising in Europe	23
RAISE: A New Method to Develop Experimental Stimuli for Advertising Research with Image Generative Artificial Intelligence	23
Take a Break, But Make It Different! Moderating Effects of Incubation Task Specificity on Advertising Idea Generation	22
Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products	22
Health-Related Advertising: Leveraging Virtual and Human Influencers to Encourage Health Behaviors	22
Does Your Boss Prefer Iced Tea Advertisements? The Effect of Feeling Powerful on Consumers’ Preference for Cold Advertisements	21
How Affective Evaluation and Tourist Type Impact Event Marketing Outcomes: Field Studies in Experiential Marketing	21
Understanding Consumers’ Visual Attention in Mobile Advertisements: An Ambulatory Eye-Tracking Study with Machine Learning Techniques	20
Manipulating Consumers with the Truth: Relative-Difference Claims in Advertising and Inferences of Manipulative Intent	20
The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study	20
Reliability of EEG Metrics for Assessing Video Advertisements	18
Navigating the Future of Influencer Advertising: Consolidating What Is Known and Identifying New Research Directions	18
How Consumers Consume Social Media Influence	18
Preschoolers and Advertising: A Systematic Literature Review and Future Research Agenda on the Effects of Advertising on Preschool Children	17
Rethinking Harlow Gale: The Psychical Influences on His Contributions to Advertising and Their Enduring Reverberations	17
The Role of Psychological Distance in Enhancing Identity-Relevant Brand Awareness	16
Beneficial or Harmful? How (Mis)Fit of Targeted Political Advertising on Social Media Shapes Voter Perceptions	16
Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations	16
When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity?	16
The Future of Dataveillance in Advertising Theory and Practice	16
Perfectly Imperfect: How Body-Positive Advertisements in Social Media Foster Consumer Engagement	15
ChatGPT, AI Advertising, and Advertising Research and Education	15
The Challenge of a Prominent Position: Decomposing Shopping Goals in Sponsored Search Advertising	15
Consumers’ Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?	15
Can Personalized Recommendations in Charity Advertising Boost Donation? The Role of Perceived Autonomy	15