OOIR: Observatory of International Research

Papers

(The TQCC of International Journal of Advertising is 11. 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
Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness	48
The influence of flow experience in the augmented reality context on psychological ownership	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
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
The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations	34
Deepfakes: perspectives on the future “reality” of advertising and branding	32
AI-powered recommendations: the roles of perceived similarity and psychological distance on persuasion	31
Research on advertising in the metaverse: a call to action	31
Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework	26

#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
Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity	24
The disclosure paradox: how persuasion knowledge mediates disclosure effects in sponsored media content	23
UGC attributes and effects: implication for luxury brand advertising	23
Teenagers’ moral advertising literacy in an influencer marketing context	22
Sustainability communication	21
Ethical dissonance in environmental advertising: Moderating effects of self-benefit versus other-benefit appeals	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
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
Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences	16
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
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
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
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
The future of advertising research in virtual, augmented, and extended realities	13
Message and media: the future of advertising research and practice in a digital environment	12
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
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
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