OOIR: Observatory of International Research

Papers

(The H4-Index of International Journal of Advertising is 28. 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 2022-08-01 to 2026-08-01.)

Article	Citations
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	118
Ad typicality judgments in the processing of creative television ads	97
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities	95
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	94
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	86
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	83
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	80
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	77
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	71
Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences	70
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	53
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	53
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	51
Diversity in the digital age: how consumers respond to diverse virtual influencers	50
A little context, please! Understanding consumer responses to online advertising	47
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	46
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	44
Advertising’s movement to the connection era: a new paradigm for understanding connections among brands, people, content, and technology	43
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	42
Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review	35
Navigating consumer well-being in the digital era: how virtual influencer marketing can reduce fashion consumer anxiety and unsustainable purchases	34
The rise, growth, and future of branded content in the digital media landscape	33
Urgent topics for advertising research: addressing critical gaps in the literature	31
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	30

Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	30
Correction	29
Sick of awards: hidden costs of signaling for advertising creatives	28