OOIR: Observatory of International Research

Papers

(The median citation count of International Journal of Advertising is 4. 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
Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification	72
Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers	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
Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing	26
Research on advertising in the metaverse: a call to action	25
Intellectual structure and publication pattern in International Journal of Advertising: a bibliometric analysis during 1982–2019	24
Deepfakes: perspectives on the future “reality” of advertising and branding	24
Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity	24
Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework	22
UGC attributes and effects: implication for luxury brand advertising	22
A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions	21
Diversity and inclusion in advertising research	21
Celebrity endorsements for luxury brands: followers vs. non-followers on social media	21
The cause effect: the impact of corporate social responsibility advertising on cause consumer engagement behavior after brand affiliation ceases	20
Which model looks most like me? Explicating the impact of body image advertisements on female consumer well-being and consumption behaviour across brand categories	20
The disclosure paradox: how persuasion knowledge mediates disclosure effects in sponsored media content	20
Ethical dissonance in environmental advertising: Moderating effects of self-benefit versus other-benefit appeals	18
#Instafame: exploring the endorsement effectiveness of influencers compared to celebrities	18
Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness	18
Virtual reality advertising with brand experiences: the effects of media devices, virtual representation of the self, and self-presence	18
Long-term effects of brand placement disclosure on persuasion knowledge and brand responses	18
What is wrong with advertising research and how can we fix it?	17
“Touching with heart, reasoning by truth!” The impact of brand cues on mini-film advertising effect	17
Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective	17
Beyond gender stereotypes: the missing women in print advertising	17
The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020)	15
Water conservation campaigns in an emerging economy: how effective are they?	15
Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity	15
The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine: the role of pre-existing attitude towards the flu vaccine and psychological reactance	15
The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations	15
Increasing company-cause fit: the effects of a relational ad message and consumers’ cause involvement on attitude toward the CSR activity	14
Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences	13
Does company size matter in corporate social responsibility? An examination of the impact of company size and cause proximity fit on consumer response	13
Click, click, ad: the proportion of relevant (vs. irrelevant) ads matters when advertising within paginated online content	13
A first step in unraveling synced advertising effectiveness	13
How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention	13
Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits	12
Teenagers’ moral advertising literacy in an influencer marketing context	12
Slow versus fast: how speed-induced construal affects perceptions of advertising messages	12
Disclosing product placement in audiovisual media services: a practical and scientific perspective on the implementation of disclosures across the European Union	12
To gain face or not to lose face: the effect of face message frame on response to public service advertisements	12
An integrated model of congruence and credibility in celebrity endorsement	12
Sustainability communication	12
Preregistration as a way to limit questionable research practice in advertising research	11
The effects of mobile phone use motives on the intention to use location-based advertising: the mediating role of media affinity and perceived trust and risk	11
The impact of visual sexual appeals on attention allocation within advertisements: an eye-tracking study	11
Are many too much? Examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective	11
Comparing the effects of greenwashing claims in environmental airline advertising: perceived greenwashing, brand evaluation, and flight shame	11
The mechanism of social media marketing: influencer characteristics, consumer empathy, immersion, and sponsorship disclosure	10
Social media alcohol advertising among underage minors: effects of models’ age	10
Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure	10

The effects of customer consumption goals on artificial intelligence driven recommendation agents: evidence from Stitch Fix	10
Warmth effect in advertising: the effect of male endorsers’ warmth on brand attitude	10
Corporate social responsibility & the advertising strategic planning process: a literature review & research agenda	10
Interpret me! The interplay between visual metaphors and verbal messages in advertising	10
Message and media: the future of advertising research and practice in a digital environment	10
The role of visual presentation in cause-related marketing message processing in social network sites: a case for sports brands	10
Finding gold at the end of the rainbowflag? Claim vagueness and presence of emotional imagery as factors to perceive rainbowwashing	10
I’ve heard that brand before: the role of music recognition on consumer choice	9
Using transit advertising to improve public engagement with social issues	9
Examining the role of individuals’ perceptions of likelihood of sustained commitment in corporate-nonprofit partnership CSR advertisements	9
Sustainability advertising: literature review and framework for future research	9
Persuasive effects in social media: the case of envy	9
Green consumer segmentation: consumer motivations for purchasing pro-environmental products	9
Sales or reviews, which matters more to consumer preference and online advertising? – evidence from eye-tracking and self-reporting	9
Distance matters: the effects of self-brand connections and construal levels on ad responses	9
Understanding the impact of influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts	9
Examining native CSR advertising as a post-crisis response strategy	9
Effects of different sponsorship disclosure message types on consumers’ trust and attitudes	9
Female power portrayals in advertising	9
It is just a spoof: spoof placements and their impact on conceptual persuasion knowledge, brand memory, and brand evaluation	8
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	8
CEOs’ self-disclosure on Instagram and consumer-brand relationships: the moderating effect of relationship norms	8
Advertising and privacy: an overview of past research and a research agenda	8
Remember the motivationally-relevant appeals? The influence of social and sensory appeals on memory for pronutritional messages promoting healthy foods	8
The benefits and pitfalls of humblebragging in social media advertising: the moderating role of the celebrity versus influencer	7
Twenty years of research on gamified advertising: a systematic overview of theories and variables	7
Artificial intelligence ecosystems for marketing communications	7
The effect of media multitasking on ad memory: the moderating role of program-induced engagement and brand familiarity	7
Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications	7
Exploring how older women want to be portrayed in advertisements	7
The relationship between consumer engagements with Super Bowl ad tweets and the advertisers’ official Twitter accounts: a panel data analysis of 2019 Super Bowl advertisers	7
Future needs in gender and LGBT advertising portrayals	7
Perspectives: Advertising and climate change – Part of the problem or part of the solution?	6
How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data	6
The future of advertising research in virtual, augmented, and extended realities	6
Death in advertising: the last taboo?	6
Broadcasting and narrowcasting: the impact of affective and cognitive message framing on message persuasiveness	6
Seller creative selling in social commerce	6
The effect of emotionally-arousing ad appeals on memory: time and fit matter	6
Outdoor-sports brands’ Instagram strategies: how message attributes relate to consumer engagement	6
Multitasking and location-based advertising: effects of perceived intrusiveness, location proximity, and product durability on avoidance	6
Temporal and social scarcities: effects on ad evaluations	6
How morality judgments influence humor perceptions of prankvertising	6
How do consumers choose to click ‘like’ on luxury ads in social media? Role of envy, number of likes, and culture	5
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	5
The adverse effects of mobile devices on willingness to donate and online fundraising outcomes	5
Take a deep breath: the effects of television exposure and family communication on family shopping-related stress	5
Generational research and advertising to various age cohorts	5
When brands get real: the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand	5
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	5
Editorial: a call for more research on authenticity in corporate social responsibility programs	5
The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers	5
Interdependent self-construal and number of Twitter followers: consumer responses to alcohol industry corporate social responsibility (CSR) campaign on Twitter	5
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	5
Past, present, and future of research on corporate social responsibility advertising	5
The power of advertising in society: does advertising help or hinder consumer well-being?	4
A close look at research on pursuing the right formula for cause-related marketing advertising	4
From green advertising to sustainable behavior: a systematic literature review through the lens of value-belief-norm framework	4
Music to the individual consumer’s ears: how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?	4
Comedic violence in advertising: cultural third-person effects among U.S., Korean, and Croatian consumers	4
Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads	4
The impact of materialism and moral identity on post-neutralization behavior in social media environmental campaigns	4
The rise, growth, and future of branded content in the digital media landscape	4
Understanding East Asian consumers’ responses to inclusive beauty products in advertising	4
Going it alone or together: the role of space between products on consumer perceptions of price promotions	4
What is brandjacking? Origin, conceptualization and effects of perceived dimensions of truth, mockery and offensiveness	4
Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study	4
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	4
Effects of nostalgic messages on ad persuasiveness: a meta-analysis	4
Priming movie product placements: New insights from a Cross-National case study	4