OOIR: Observatory of International Research

Papers

(The H4-Index of International Journal of Advertising is 29. 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
Ad typicality judgments in the processing of creative television ads	163
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	142
Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising	86
Introducing a special issue on advertising & corporate social responsibility	78
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	76
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	69
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	68
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	65
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	64
Female power portrayals in advertising	63
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	59
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	55
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	54
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	46
Enduring consumer beliefs about advertising and mass media: implications for publicity and its impact	43
Diversity in the digital age: how consumers respond to diverse virtual influencers	43
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	41
The rise, growth, and future of branded content in the digital media landscape	40
How do consumers choose to click ‘like’ on luxury ads in social media? Role of envy, number of likes, and culture	40
Research on advertising in the metaverse: a call to action	40
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	35
The impact of infectious disease cues on visual pattern-seeking	35
A little context, please! Understanding consumer responses to online advertising	33
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	31
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	31

Generational research and advertising to various age cohorts	31
Urgent topics for advertising research: addressing critical gaps in the literature	31
Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	31
Green consumer segmentation: consumer motivations for purchasing pro-environmental products	30
Correction	29