OOIR: Observatory of International Research

Papers

(The TQCC of International Journal of Advertising is 8. 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 2021-02-01 to 2025-02-01.)

Article	Citations
Like the dad in the ad: Testing a conceptual model for new fathers’ responses to dadvertisements	137
Exploring the effectiveness of digital manipulation disclosures for Instagram posts on source credibility and authenticity of social media influencers	110
Editorial: Hitting the mark with active agers: a call for more research on older consumers	97
Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers	69
Refining replacements. Validating a revised typology of visual metaphor using perceived processing fluency and aesthetic pleasure	66
When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor	60
Editorial: on Hideki Matsuyama and the need for more study of global brand equity	59
The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM	57
When altruistic decisions shape egoistic motives: motivation shift in sequential charitable support	54
Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising	53
Priming movie product placements: New insights from a Cross-National case study	51
Differences in advertising’s effectiveness across age groups	50
Commercial audience retention of television programs: measurement and prediction	48
Exploring how older women want to be portrayed in advertisements	41
Introduction to the special issue on the role of sustainability in advertising	39
The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention	38
Invisible labors: U.S. advertising agencies’ race and ethnicity problem	37
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	35
Effects of nostalgic messages on ad persuasiveness: a meta-analysis	34
Female power portrayals in advertising	31
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	28
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	27
Minimalism and advertising: a call for research	26
An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions	26
Ad typicality judgments in the processing of creative television ads	26

Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	23
The evolution of advertising research through four decades: a computational analysis of themes, topics and methods	23
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	22
The adverse effects of mobile devices on willingness to donate and online fundraising outcomes	21
Introducing a special issue on advertising & corporate social responsibility	21
Reflections on the International Journal of Advertising on the journal’s history and first 40 years	20
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	18
Digging deeper on diversity and inclusion in Advertising research: a call to action	16
Sustainability communication	16
Introduction to the special issue on the future of advertising	16
If it is hard to understand, is it hard to be hooked? A meta-analysis of processing fluency and transportation	16
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	15
The role of relevancy in native advertising on social media	15
Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving	15
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	15
Call-to-action or inaction? Call-to-action buttons hurt in-feed social advertising	14
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	14
Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective	14
From anxiety to action: the role of eco-anxiety and eco-advertisement in promoting pollution escape tourism	14
Teenagers’ moral advertising literacy in an influencer marketing context	14
The order effects of humor and risk messaging strategies in public service advertisements: the moderating role of trust in science and mediating role of psychological reactance	14
Artificial intelligence ecosystems for marketing communications	14
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	14
Guest editorial to a special section on generational advertising research in the modern age	13
Dealing with intrusive ads: a study of which functionalities help consumers feel agency	12
Fostering consumer engagement during an omnipresent victim crisis: understanding the role of values in pandemic-themed advertising	12
Is unfit CSR novel? Exploring the impact of CSR knowledge, brand–cause fit, and perceived novelty on consumer response	12
The interactive effects of moral identity and humor on advertising evaluations: the mediating role of disgust	12
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	12
A comprehensive approach to the study of advertising execution and its effects	11
She’s my favorite YouTuber, so I watch ads on her channel: The interplay of parasocial interaction and YouTube ad knowledge on voluntary ad-watching	11
Sexual ad appeals in social media: effects and influences of cultural difference and sexual self-schema	11
Comments on “How digital innovation has changed marketing: the good, the bad, the ugly”	11
The development and testing of a pictogram signaling advertising in online videos	11
Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion	11
Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge	10
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	10
Editorial: New Thoughts on Advertising’s Impact on Consumer Prices	10
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	10
Examining the effects of addressable TV advertising on children and their parents	10
Cross-media advertising strategies and brand attitude: the role of cognitive load	10
Examining the effectiveness of public service announcements in encouraging pro-health behaviors: self-referent mental simulation and empowerment as mediators	9
Enduring consumer beliefs about advertising and mass media: implications for publicity and its impact	9
Ad skipping, the ‘ad free internet’ and privacy: a call for research	8
The effects of brand trustworthiness and credibility on location-based advertising: moderating effects of privacy concern and social influence	8
Future needs in gender and LGBT advertising portrayals	8
Understanding East Asian consumers’ responses to inclusive beauty products in advertising	8
The impacts of donors’ perceived personal resource scarcity on their intentions to volunteer for low- and high-responsibility recipients: the mediating role of perceived social worth	8
Music to the individual consumer’s ears: how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?	8
When endorsers behave badly: consumer self-expression and negative meaning transfer	8