OOIR: Observatory of International Research

Papers

(The TQCC of International Journal of Advertising is 12. 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 2022-08-01 to 2026-08-01.)

Article	Citations
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	118
Ad typicality judgments in the processing of creative television ads	97
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities	95
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	94
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	86
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	83
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	80
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	77
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	71
Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences	70
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	53
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	53
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	51
Diversity in the digital age: how consumers respond to diverse virtual influencers	50
A little context, please! Understanding consumer responses to online advertising	47
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	46
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	44
Advertising’s movement to the connection era: a new paradigm for understanding connections among brands, people, content, and technology	43
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	42
Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review	35
Navigating consumer well-being in the digital era: how virtual influencer marketing can reduce fashion consumer anxiety and unsustainable purchases	34
The rise, growth, and future of branded content in the digital media landscape	33
Urgent topics for advertising research: addressing critical gaps in the literature	31
Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	30

Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	30
Correction	29
Sick of awards: hidden costs of signaling for advertising creatives	28
Effects of multiple models and group diversity in social media advertising	26
Optimizing advertising content based on online reviews	26
A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective	26
Second-hand luxury: investigating the trade-off between exclusivity and sustainability	25
The intersection of advertising and politics: a bibliometric analysis of four decades of research and its imperative for theory building in the algorithmic age	25
Exploring the dilemma of full-screen ads when opening an app: the roles of users’ perceived goal impediment and processing fluency	24
When is it effective to use avatars in metaverse advertising? The psychological mechanism of imagery fluency	23
Unveiling the persuasion knowledge mechanism in YouTube affiliate marketing: channel-product congruence moderates disclosure-credibility spillover effects	23
Forty years of cross-cultural advertising research in the International Journal of Advertising: a bibliometric analysis	23
Guilt and shame across cultures: feasibility appeals in environmental brand activism advertising	23
Inclusion in action: how brand commitment impacts perception of transgender-inclusive activist ads	23
Differences in advertising’s effectiveness across age groups	22
The carousel effect: leveraging sideways swiping for enhanced ad effectiveness in social media	22
Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	22
Digging deeper on diversity and inclusion in Advertising research: a call to action	22
Optimal playback speed: a curvilinear relationship between speed-watching and the effectiveness of brand placement	21
The influence of green ads beyond brand outcomes: environmental optimism, environmental knowledge, and support for green ad regulations	21
An empirical study on bounced clicks versus multi-page clicks in display advertising	20
Click, sign-up and purchase: consumer responses to real-time mobile promotions along the consumer decision journey	20
Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion	20
Mechanisms of anti-drug campaign effectiveness: roles of perceived message sensation value and two dimensions of sensation seeking tendency	19
Distance between ‘them’ and ‘us’: identity stigmatization in the age of consumer inclusion	19
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	19
Using emojis to build luxury brands: why scenario matters	19
How to accurately measure attention to video advertising	18
Generative AI streamers in action: a source credibility perspective	18
Exploring the advertising effectiveness of generative artificial intelligence: an empirical study using the hierarchy-of-effects model	17
Dealing with intrusive ads: a study of which functionalities help consumers feel agency	17
The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model	16
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
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	15
Scarcity in luxury brand digital communication: unveiling its effect on consumer perceptions	15
Addressing stigma in sexual health: advertising as a tool for change	14
Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads	14
What leads to consumer engagement towards short-form videos on Douyin? The moderating role of brand type	14
Consumers as activists: exploring the links between political identity, corporate violence, and boycott intention	14
Do social pressure and technological development influence green consumer behaviour? Evidence from Saudi Arabia	14
Diversity, equity, and inclusion (DEI) in the advertising industry: attitudes and behaviors	14
Potentially unethical marketing and advertising practices directed at children: a systematic literature review and conceptual model development	13
Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs	13
Disclosing the ‘real’ flaws: how influencer negative self-disclosure enhances influencer authenticity	13
#Gifted: the impact of influencer gifting strategy in influencer marketing	13
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
What do motives for quiet luxury consumption tell us about intrinsic vs. extrinic motivation for consumer behavior in general?	13

Selling sustainability: making green advertising more concrete with circular economy message framing	12
That uncanny valley of mind: when anthropomorphic AI agents disrupt personalized advertising	12
Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions	12
Are interactive PSA formats always effective? The interaction between empathy-inducing message content, carousel formats, and connectedness with nature in pro-environmental campaigns	12
How Metaverse advertising can influence consumers making travel decisions: a bibliometric analysis	12
The peril of perfection: how consumer power diminishes brand attitudes toward flawless virtual influencers	12
Diversity and inclusion in advertising research	12