OOIR: Observatory of International Research

Papers

(The H4-Index of International Journal of Advertising is 26. 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 2022-05-01 to 2026-05-01.)

Article	Citations
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	107
Blending identity-specific depiction and activism advocacy in Black-centric health advertising on social media: intersectional health communication targeting Black cisgender heterosexual and Black LGB	89
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	86
Ad typicality judgments in the processing of creative television ads	75
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	72
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities	71
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	71
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	69
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	67
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	62
Online brand activism in global controversies: emotion expression, gender stereotyping, and ideological responses	55
Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences	55
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	52
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	51
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	47
Diversity in the digital age: how consumers respond to diverse virtual influencers	44
A little context, please! Understanding consumer responses to online advertising	43
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	42
Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review	42
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	40
The impact of infectious disease cues on visual pattern-seeking	39
The rise, growth, and future of branded content in the digital media landscape	37
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	33
Advertising’s movement to the connection era: a new paradigm for understanding connections among brands, people, content, and technology	32
Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	31

Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	29
Urgent topics for advertising research: addressing critical gaps in the literature	26