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 2021-11-01 to 2025-11-01.)

Article	Citations
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities	121
Introducing a special issue on advertising & corporate social responsibility	93
Female power portrayals in advertising	90
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	85
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	70
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	69
Ad typicality judgments in the processing of creative television ads	54
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	53
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	53
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	50
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	49
Enduring consumer beliefs about advertising and mass media: implications for publicity and its impact	47
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	47
Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences	46
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	45
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	41
Diversity in the digital age: how consumers respond to diverse virtual influencers	40
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	40
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	38
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	36
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	33
The impact of infectious disease cues on visual pattern-seeking	33
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	32
Research on advertising in the metaverse: a call to action	31
Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review	31

The rise, growth, and future of branded content in the digital media landscape	30
Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	29
Green consumer segmentation: consumer motivations for purchasing pro-environmental products	29
Urgent topics for advertising research: addressing critical gaps in the literature	29
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	29
A little context, please! Understanding consumer responses to online advertising	29
Correction	27
Optimizing advertising content based on online reviews	26
Differential effects of online review characteristics on innovators and imitators in new product adoption	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	23
Inclusion in action: how brand commitment impacts perception of transgender-inclusive activist ads	23
Forty years of cross-cultural advertising research in the International Journal of Advertising: a bibliometric analysis	22
Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications	22
Differences in advertising’s effectiveness across age groups	21
Introduction to the special issue on the future of advertising	21
Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	21
Digging deeper on diversity and inclusion in Advertising research: a call to action	20
Unveiling the persuasion knowledge mechanism in YouTube affiliate marketing: channel-product congruence moderates disclosure-credibility spillover effects	20
Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective	19
Click, sign-up and purchase: consumer responses to real-time mobile promotions along the consumer decision journey	18
An empirical study on bounced clicks versus multi-page clicks in display advertising	18
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	18
Finding gold at the end of the rainbowflag? Claim vagueness and presence of emotional imagery as factors to perceive rainbowwashing	17
Mechanisms of anti-drug campaign effectiveness: roles of perceived message sensation value and two dimensions of sensation seeking tendency	16
When endorsers behave badly: consumer self-expression and negative meaning transfer	16
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	15
Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion	15
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	15
The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model	15
Using emojis to build luxury brands: why scenario matters	14
How to accurately measure attention to video advertising	14
Scarcity in luxury brand digital communication: unveiling its effect on consumer perceptions	13
Rethinking the elderly consumers’ motivational shifts: the roles of time perception and goal orientation	13
Editorial: Advertising and small businesses: the need for more research	13
Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions	13
How does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis	13
Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads	13
Dealing with intrusive ads: a study of which functionalities help consumers feel agency	13
The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers	13
Sustainable fashion social media influencers and content creation calibration	13
Diversity, equity, and inclusion (DEI) in the advertising industry: attitudes and behaviors	13
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
Do social pressure and technological development influence green consumer behaviour? Evidence from Saudi Arabia	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
Forty years of advertising research on health issues: past learnings and future perspectives	12
Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan	12
Selling sustainability: making green advertising more concrete with circular economy message framing	12