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 2022-01-01 to 2026-01-01.)

Article	Citations
Introducing a special issue on advertising & corporate social responsibility	95
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	75
Ad typicality judgments in the processing of creative television ads	74
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	62
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	61
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities	59
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	55
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	55
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	52
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	51
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	50
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	47
Diversity in the digital age: how consumers respond to diverse virtual influencers	45
Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences	43
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	41
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	41
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	40
The impact of infectious disease cues on visual pattern-seeking	39
Online brand activism in global controversies: emotion expression, gender stereotyping, and ideological responses	39
A little context, please! Understanding consumer responses to online advertising	38
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	37
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	36
Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review	36
The rise, growth, and future of branded content in the digital media landscape	35
Research on advertising in the metaverse: a call to action	34

Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	34
Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	32
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	32
Urgent topics for advertising research: addressing critical gaps in the literature	31
Green consumer segmentation: consumer motivations for purchasing pro-environmental products	26
Optimizing advertising content based on online reviews	25
Exploring the dilemma of full-screen ads when opening an app: the roles of users’ perceived goal impediment and processing fluency	25
Correction	25
Sick of awards: hidden costs of signaling for advertising creatives	25
Inclusion in action: how brand commitment impacts perception of transgender-inclusive activist ads	24
Forty years of cross-cultural advertising research in the International Journal of Advertising: a bibliometric analysis	23
A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective	23
When is it effective to use avatars in metaverse advertising? The psychological mechanism of imagery fluency	22
Introduction to the special issue on the future of advertising	21
Unveiling the persuasion knowledge mechanism in YouTube affiliate marketing: channel-product congruence moderates disclosure-credibility spillover effects	20
Digging deeper on diversity and inclusion in Advertising research: a call to action	20
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	20
Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	19
Differences in advertising’s effectiveness across age groups	19
Click, sign-up and purchase: consumer responses to real-time mobile promotions along the consumer decision journey	18
Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective	18
Mechanisms of anti-drug campaign effectiveness: roles of perceived message sensation value and two dimensions of sensation seeking tendency	16
Dealing with intrusive ads: a study of which functionalities help consumers feel agency	16
An empirical study on bounced clicks versus multi-page clicks in display advertising	16
Distance between ‘them’ and ‘us’: identity stigmatization in the age of consumer inclusion	16
Using emojis to build luxury brands: why scenario matters	15
Generative AI streamers in action: a source credibility perspective	15
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	15
The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model	15
Finding gold at the end of the rainbowflag? Claim vagueness and presence of emotional imagery as factors to perceive rainbowwashing	15
Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion	14
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	14
Exploring the advertising effectiveness of generative artificial intelligence: an empirical study using the hierarchy-of-effects model	14
Editorial: Advertising and small businesses: the need for more research	14
How to accurately measure attention to video advertising	14
Diversity, equity, and inclusion (DEI) in the advertising industry: attitudes and behaviors	14
Are interactive PSA formats always effective? The interaction between empathy-inducing message content, carousel formats, and connectedness with nature in pro-environmental campaigns	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
Scarcity in luxury brand digital communication: unveiling its effect on consumer perceptions	13
The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers	13
Rethinking the elderly consumers’ motivational shifts: the roles of time perception and goal orientation	13
Selling sustainability: making green advertising more concrete with circular economy message framing	12
Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs	12
What do motives for quiet luxury consumption tell us about intrinsic vs. extrinic motivation for consumer behavior in general?	12
The peril of perfection: how consumer power diminishes brand attitudes toward flawless virtual influencers	12
That uncanny valley of mind: when anthropomorphic AI agents disrupt personalized advertising	12
#Gifted: the impact of influencer gifting strategy in influencer marketing	12
Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan	12
Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions	12