OOIR: Observatory of International Research

Papers

(The median citation count of International Journal of Advertising is 3. 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
The influence of flow experience in the augmented reality context on psychological ownership	48
Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness	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
The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations	34
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
Deepfakes: perspectives on the future “reality” of advertising and branding	32
Research on advertising in the metaverse: a call to action	31
AI-powered recommendations: the roles of perceived similarity and psychological distance on persuasion	31
#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
Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework	26
Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity	24
UGC attributes and effects: implication for luxury brand advertising	23
The disclosure paradox: how persuasion knowledge mediates disclosure effects in sponsored media content	23
Teenagers’ moral advertising literacy in an influencer marketing context	22
Ethical dissonance in environmental advertising: Moderating effects of self-benefit versus other-benefit appeals	21
Sustainability communication	21
Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits	20
The mechanism of social media marketing: influencer characteristics, consumer empathy, immersion, and sponsorship disclosure	18
The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020)	17
Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences	16
Understanding the impact of influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts	16
Comparing the effects of greenwashing claims in environmental airline advertising: perceived greenwashing, brand evaluation, and flight shame	16
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	16
Sustainability advertising: literature review and framework for future research	16
When brands get real: the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand	15
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	15
Α path to our heart: Visual metaphors and “white” space in advertising aesthetic pleasure	15
Does company size matter in corporate social responsibility? An examination of the impact of company size and cause proximity fit on consumer response	15
An integrated model of congruence and credibility in celebrity endorsement	14
Luxury brands’ live streaming sales: the roles of streamer identity and level strategy	14
Finding gold at the end of the rainbowflag? Claim vagueness and presence of emotional imagery as factors to perceive rainbowwashing	14
Advertising and privacy: an overview of past research and a research agenda	14
Green consumer segmentation: consumer motivations for purchasing pro-environmental products	14
Artificial intelligence ecosystems for marketing communications	14
Are many too much? Examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective	14
Corporate social responsibility & the advertising strategic planning process: a literature review & research agenda	14
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	14
The future of advertising research in virtual, augmented, and extended realities	13
The effects of customer consumption goals on artificial intelligence driven recommendation agents: evidence from Stitch Fix	12
I’ve heard that brand before: the role of music recognition on consumer choice	12
Female power portrayals in advertising	12
Message and media: the future of advertising research and practice in a digital environment	12
The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers	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 role of visual presentation in cause-related marketing message processing in social network sites: a case for sports brands	11
Examining native CSR advertising as a post-crisis response strategy	11
The rise, growth, and future of branded content in the digital media landscape	11
Diversity in the digital age: how consumers respond to diverse virtual influencers	10
Perspectives: Advertising and climate change – Part of the problem or part of the solution?	10
Future needs in gender and LGBT advertising portrayals	10
Twenty years of research on gamified advertising: a systematic overview of theories and variables	10
Social media alcohol advertising among underage minors: effects of models’ age	10
The benefits and pitfalls of humblebragging in social media advertising: the moderating role of the celebrity versus influencer	10
Children’s vulnerability to advertising: an overview of four decades of research (1980s–2020s)	9
Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications	9
Examining the role of individuals’ perceptions of likelihood of sustained commitment in corporate-nonprofit partnership CSR advertisements	9
Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products	8

Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study	8
Exploring how older women want to be portrayed in advertisements	8
How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data	8
Remember the motivationally-relevant appeals? The influence of social and sensory appeals on memory for pronutritional messages promoting healthy foods	8
The impact of materialism and moral identity on post-neutralization behavior in social media environmental campaigns	8
Multitasking and location-based advertising: effects of perceived intrusiveness, location proximity, and product durability on avoidance	8
Temporal and social scarcities: effects on ad evaluations	8
How brands can succeed communicating social purpose: engaging consumers through empathy and self-involving gamification	7
Music to the individual consumer’s ears: how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?	7
Generational research and advertising to various age cohorts	7
When endorsers behave badly: consumer self-expression and negative meaning transfer	7
Past, present, and future of research on corporate social responsibility advertising	7
Outdoor-sports brands’ Instagram strategies: how message attributes relate to consumer engagement	7
The role of social media followers’ agency in influencer marketing: a study based on the heuristic–systematic model of information processing	7
Perspectives: race and advertising: conceptualizing a way forward through aesthetics	7
The power of advertising in society: does advertising help or hinder consumer well-being?	6
Patient influencers’ promotion of prescription drugs on Instagram: Effects of illness disclosure on persuasion knowledge through narrative transportation	6
From green advertising to sustainable behavior: a systematic literature review through the lens of value-belief-norm framework	6
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	6
Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?	6
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	6
Effect of brand prominence on fashion advertising images on Instagram: a computational analysis	6
Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions	6
How do consumers choose to click ‘like’ on luxury ads in social media? Role of envy, number of likes, and culture	6
A comprehensive approach to the study of advertising execution and its effects	6
Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers	6
A close look at research on pursuing the right formula for cause-related marketing advertising	6
Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework	6
Interdependent self-construal and number of Twitter followers: consumer responses to alcohol industry corporate social responsibility (CSR) campaign on Twitter	6
The development and testing of a pictogram signaling advertising in online videos	6
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	6
The adverse effects of mobile devices on willingness to donate and online fundraising outcomes	5
Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads	5
Understanding East Asian consumers’ responses to inclusive beauty products in advertising	5
Effects of nostalgic messages on ad persuasiveness: a meta-analysis	5
“Mirror, mirror, on the wall. Who is the greenest of them all?” the impact of green advertising cues on generational cohorts	5
Perspectives: a research-based guide for brand activism	5
Silent persuasion. Incidental use of promotional merchandise benefits unfamiliar brands	5
The role of relevancy in native advertising on social media	5
Editorial: a call for more research on authenticity in corporate social responsibility programs	5
When influencers promote unhealthy products and behaviours: the role of ad disclosures in YouTube eating shows	5
Music to the ears: the role of sonic branding in advertising	4
Effects of green messages in advertisements: a meta-analysis	4
The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention	4
Priming movie product placements: New insights from a Cross-National case study	4
Consumers’ persuasion knowledge of algorithms in social media advertising: identifying consumer groups based on awareness, appropriateness, and coping ability	4
Altercast framing with assertive sustainability messages: how dominant brands can motivate non-green consumers	4
When altruistic decisions shape egoistic motives: motivation shift in sequential charitable support	4
Forty years of cross-cultural advertising research in the International Journal of Advertising: a bibliometric analysis	4
Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs	4
Introducing a special issue on advertising & corporate social responsibility	4
The evolution of advertising research through four decades: a computational analysis of themes, topics and methods	4
Race, beauty type, and femininity in fashion advertising: Analysis of young Chinese female consumers’ responses	3
The power of creative advertising: creative ads impair recall and attitudes toward other ads	3
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	3
Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge	3
Refining replacements. Validating a revised typology of visual metaphor using perceived processing fluency and aesthetic pleasure	3
Attractiveness or expertise? Which is more effective in beauty product endorsement? Moderating role of social distance	3
Sick of awards: hidden costs of signaling for advertising creatives	3
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	3
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	3
Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	3
When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor	3
Ethics in financial advertising: a study on direct mail for credit cards	3
Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19	3
Effects of physical appearance of ad endorsers featured in gay-targeted ads, explained by endorser match-up and identification	3
Enduring consumer beliefs about advertising and mass media: implications for publicity and its impact	3
Like the dad in the ad: Testing a conceptual model for new fathers’ responses to dadvertisements	3