OOIR: Observatory of International Research

Papers

(The median citation count of International Journal of Advertising is 5. 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 2022-05-01 to 2026-05-01.)

Article	Citations
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	107
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	89
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	86
Ad typicality judgments in the processing of creative television ads	75
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	72
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities	71
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	71
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	69
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	67
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	55
Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences	55
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	52
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	51
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	47
Diversity in the digital age: how consumers respond to diverse virtual influencers	44
A little context, please! Understanding consumer responses to online advertising	43
Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review	42
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	42
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	40
The impact of infectious disease cues on visual pattern-seeking	39
The rise, growth, and future of branded content in the digital media landscape	37
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	33
Advertising’s movement to the connection era: a new paradigm for understanding connections among brands, people, content, and technology	32
Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	31

Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	29
Urgent topics for advertising research: addressing critical gaps in the literature	26
Correction	25
Sick of awards: hidden costs of signaling for advertising creatives	25
Exploring the dilemma of full-screen ads when opening an app: the roles of users’ perceived goal impediment and processing fluency	24
A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective	24
Second-hand luxury: investigating the trade-off between exclusivity and sustainability	24
Optimizing advertising content based on online reviews	24
Inclusion in action: how brand commitment impacts perception of transgender-inclusive activist ads	23
When is it effective to use avatars in metaverse advertising? The psychological mechanism of imagery fluency	22
Digging deeper on diversity and inclusion in Advertising research: a call to action	21
Forty years of cross-cultural advertising research in the International Journal of Advertising: a bibliometric analysis	21
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	21
Introduction to the special issue on the future of advertising	19
The carousel effect: leveraging sideways swiping for enhanced ad effectiveness in social media	19
The influence of green ads beyond brand outcomes: environmental optimism, environmental knowledge, and support for green ad regulations	19
Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion	18
Click, sign-up and purchase: consumer responses to real-time mobile promotions along the consumer decision journey	18
Differences in advertising’s effectiveness across age groups	18
Distance between ‘them’ and ‘us’: identity stigmatization in the age of consumer inclusion	18
Unveiling the persuasion knowledge mechanism in YouTube affiliate marketing: channel-product congruence moderates disclosure-credibility spillover effects	18
Generative AI streamers in action: a source credibility perspective	18
Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	18
Dealing with intrusive ads: a study of which functionalities help consumers feel agency	17
Using emojis to build luxury brands: why scenario matters	17
An empirical study on bounced clicks versus multi-page clicks in display advertising	16
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	16
The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model	16
Exploring the advertising effectiveness of generative artificial intelligence: an empirical study using the hierarchy-of-effects model	16
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	16
Mechanisms of anti-drug campaign effectiveness: roles of perceived message sensation value and two dimensions of sensation seeking tendency	16
How to accurately measure attention to video advertising	16
The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers	15
Scarcity in luxury brand digital communication: unveiling its effect on consumer perceptions	15
Diversity, equity, and inclusion (DEI) in the advertising industry: attitudes and behaviors	15
Rethinking the elderly consumers’ motivational shifts: the roles of time perception and goal orientation	15
How does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis	15
Depicting more or less action? How motion density influences user responses in social media marketing	15
The peril of perfection: how consumer power diminishes brand attitudes toward flawless virtual influencers	14
Are interactive PSA formats always effective? The interaction between empathy-inducing message content, carousel formats, and connectedness with nature in pro-environmental campaigns	14
Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads	14
Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions	14
Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan	13
Forty years of advertising research on health issues: past learnings and future perspectives	13
Do social pressure and technological development influence green consumer behaviour? Evidence from Saudi Arabia	13
Disclosing the ‘real’ flaws: how influencer negative self-disclosure enhances influencer authenticity	13
Selling sustainability: making green advertising more concrete with circular economy message framing	12
What do motives for quiet luxury consumption tell us about intrinsic vs. extrinic motivation for consumer behavior in general?	12
#Gifted: the impact of influencer gifting strategy in influencer marketing	12
Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs	12

Diversity and inclusion in advertising research	12
That uncanny valley of mind: when anthropomorphic AI agents disrupt personalized advertising	12
Editorial: Advertising in Contemporary Society	11
Development of inclusive advertising toward bereaved families	11
Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products	11
The impact of consumer expectations and familiarity on deceptive pricing in advertising: a view from drip pricing practice	11
Selfie campaigns as advertising tactic: mental imagery as a driver of brand interest and participation	11
Reader and author attitudes towards brand placement in fiction	11
Examining the interplay of chatbot interactivity and anthropomorphic design for enhancing brand relationships in service businesses	11
The ambivalence of merit: advertising creatives and the contradictions of festival recognition	11
Smiling or sad faces in charity display advertising? A visual-verbal congruency approach considering the role of targeting	10
Beyond likes: the persuasive potential of romantic parasocial relationships with influencers	10
Advertising and privacy: an overview of past research and a research agenda	10
Effect of brand prominence on fashion advertising images on Instagram: a computational analysis	10
A longitudinal cross-cultural content analysis of rational vs. emotional appeals in US and Sweden	10
Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention	10
Two important strategies to attenuate consumer purchase hesitation ^☆	10
Navigating organic influence: a scientific evaluation of online review mechanisms	9
The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention	9
Reflections on the International Journal of Advertising on the journal’s history and first 40 years	9
Twenty years of research on gamified advertising: a systematic overview of theories and variables	9
The role of artificial intelligence as a message source: matching agent type and temporal message frame to increase the effectiveness of health communication advertising	9
Comments on “How digital innovation has changed marketing: the good, the bad, the ugly”	8
Introduction to the special issue on the role of sustainability in advertising	8
The power of influence: exploring celebrity and human-like virtual influencers’ impact on consumer responses	8
Unveiling the human touch: how AI chatbots’ emotional support and human-like profiles reduce psychological reactance to promote user self-disclosure in mental health services	8
A slap in the face! Why artificial intelligence should not be used to price discriminate against loyal customers	8
Beyond ‘ I fancy you ’: measuring trans-parasocial relationships in influencer advertising	8
The halo effect in slogan contexts: how does brand name pronounceability impact slogan persuasiveness?	8
Introduction to the special issue on new developments in digital promotion	8
From purpose to purchase: how sustainable advertising builds brand trust and corporate reputation	8
Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers	8
Generational cohort theory research: the good, the bad and the ugly	8
Sustainability communication	8
Exploring user reactions to luxury brand videos on YouTube: a comparative study of influencers and brand-official channels	7
The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations	7
How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data	7
Branding with purpose: corporate reputation, CSR, and SDGs in advertising	7
Fear or humor? The effects of negatively framed visual hyperbole in advertising	7
Digital transformation, online advertising, and consumer behaviour	7
Facebook likes and corporate revenue: testing the consistency between attitude and behavior	7
Crying victims deserve more? how victim image, facial expression, entitativity and victim story impact charity advertising persuasiveness	7
Effects of physical appearance of ad endorsers featured in gay-targeted ads, explained by endorser match-up and identification	7
Editorial: six critical research needs on the use of artificial intelligence in advertising	7
Should travel influencers be human or virtual? Comparing effectiveness for material and experiential products	7
When brands get real: the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand	7
Examining the effectiveness of public service announcements in encouraging pro-health behaviors: self-referent mental simulation and empowerment as mediators	7
When influencers promote unhealthy products and behaviours: the role of ad disclosures in YouTube eating shows	7
Sex, race, and femininity: young Chinese females’ responses to lingerie advertising	7
A close look at research on pursuing the right formula for cause-related marketing advertising	6
Speaking green – expressing a message in a foreign language fosters consumers’ pro-environmental choices	6
Sonic branding as a promotional tool: a concept whose time has come and a call for research	6
Managing advertising and subscription fees to maximize lifetime value	6
Progressive or regressive? Refining brand activism with a consumer-centric perspective by integrating cultural tightness-looseness and political ideology	6
Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19	6
Drivers of sponsored fashion haul viewers’ purchase intentions: a mixed-methods study of post characteristics, social media influencer characteristics, and haul viewers’ attributes	6
Local brands can’t be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China	6
Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?	6
Beyond the clear skin ideal: how a model’s facial skin appearance influences consumer attention to cosmetic advertising and brand attitude	6
Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions	6
When it pays to be clear: the appeal of concrete communication under uncertainty	5
Diversity and inclusion in advertising: a non-Western perspective	5
Refining replacements. Validating a revised typology of visual metaphor using perceived processing fluency and aesthetic pleasure	5
Examining the effects of addressable TV advertising on children and their parents	5
Two together is better than two apart: examining multi-celebrity endorsement effectiveness	5
Ad skipping, the ‘ad free internet’ and privacy: a call for research	5
Transforming advertising in the age of generative AI: exploring advertising professionals’ perceptions of human-AI value co-creation	5
Curbing misinformation dissemination in influencer marketing: how misinformation interventions affect endorsement effectiveness	5
Perspectives: replication is more than meets the eye	5
Default nudges in snacking: the role of effort reduction and cognitive capacity	5
The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM	5
The importance of interactivity in increasing engagement with native advertising	5
How do consumers with different need for cognition appreciate visual metaphor advertisements? Multifaceted aspects of human-made and AI-generated images	5
Call-to-action or inaction? Call-to-action buttons hurt in-feed social advertising	5
“Mirror, mirror, on the wall. Who is the greenest of them all?” the impact of green advertising cues on generational cohorts	5
Virtual nature experiences on Instagram: how greenfluencers’ nature posts drive climate action	5
Ethics in influencer marketing: a review, synthesis and research directions	5
Partitioning online experiential consumption increases subjective well-being during the times of uncertainty	5
Music to the individual consumer’s ears: how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?	5
Cross-media advertising strategies and brand attitude: the role of cognitive load	5