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 2020-11-01 to 2024-11-01.)

Article	Citations
Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification	115
Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism	100
Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers	97
Gender effects in influencer marketing: an experimental study on the efficacy of endorsements by same- vs. other-gender social media influencers on Instagram	62
Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment	58
Bots vs. humans: how schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions	55
Influence for social good: exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising	53
What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda	51
Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram	50
Sustainable fashion social media influencers and content creation calibration	50
Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness	48
The influence of flow experience in the augmented reality context on psychological ownership	48
Effects of disclosing ads on Instagram: the moderating impact of similarity to the influencer	44
Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving	43
Effect of short video ads on sales through social media: the role of advertisement content generators	40
Diversity and inclusion in advertising research	37
Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity	36
A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions	35
Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing	34
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	34
The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations	34
Deepfakes: perspectives on the future “reality” of advertising and branding	32
AI-powered recommendations: the roles of perceived similarity and psychological distance on persuasion	31
Research on advertising in the metaverse: a call to action	31
Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework	26

#Instafame: exploring the endorsement effectiveness of influencers compared to celebrities	26
Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness	26
Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective	26