OOIR: Observatory of International Research

Papers

(The H4-Index of International Journal of Advertising is 27. 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 2020-04-01 to 2024-04-01.)

Article	Citations
The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers	222
Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism	78
The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency	73
Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers	72
Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification	72
An expert with whom i can identify: the role of narratives in influencer marketing	68
The urgent need for more research on influencer marketing	62
Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty	61
Advertising and COVID-19	50
Uses and gratifications of smart speakers: modelling the effectiveness of smart speaker advertising	48
Gender effects in influencer marketing: an experimental study on the efficacy of endorsements by same- vs. other-gender social media influencers on Instagram	47
Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment	46
What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda	42
When consumers learn to spot deception in advertising: testing a literacy intervention to combat greenwashing	40
The influence of flow experience in the augmented reality context on psychological ownership	37
Bots vs. humans: how schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions	36
Privacy concerns about personalized advertising across multiple social media platforms in Japan: the relationship with information control and persuasion knowledge	34
Influence for social good: exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising	33
Effects of disclosing ads on Instagram: the moderating impact of similarity to the influencer	33
Sustainable fashion social media influencers and content creation calibration	31
Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram	30
Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness	30
Redefining advertising in research and practice	30
Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving	29
Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: the case of Nike’s Colin Kaepernick campaign	29

Effect of short video ads on sales through social media: the role of advertisement content generators	28
AI-powered recommendations: the roles of perceived similarity and psychological distance on persuasion	27