OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Interactive Marketing is 27. 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 2020-04-01 to 2024-04-01.)

Article	Citations
Transforming the Customer Experience Through New Technologies	340
The Role of Social Media Content Format and Platform in Users' Engagement Behavior	175
Artificial Intelligence and Marketing: Pitfalls and Opportunities	148
Brave New World? On AI and the Management of Customer Relationships	127
Past, Present, and Future of Electronic Word of Mouth (EWOM)	127
The Role of Marketing in Digital Business Platforms	108
Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)	92
Emoji, Playfulness, and Brand Engagement on Twitter	77
Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings	72
“Don't Forget that Others Are Watching, Too!” The Effect of Conversational Human Voice and Reply Length on Observers’ Perceptions of Complaint Handling in Social Media	69
Digital Analytics: Modeling for Insights and New Methods	62
More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers	62
The Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media	58
Social Media's Impact on the Consumer Mindset: When to Use Which Sentiment Extraction Tool?	58
Thinking beyond Privacy Calculus: Investigating Reactions to Customer Surveillance	58
Disclosure of Vlog Advertising Targeted to Children	46
Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution	46
Certainty in Language Increases Consumer Engagement on Social Media	46
LSTM Response Models for Direct Marketing Analytics: Replacing Feature Engineering with Deep Learning	44
Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention	35
The Use of Computer Vision to Analyze Brand-Related User Generated Image Content	34
Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study)	33
An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects	33
Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement	32
Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity	30

Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment	30
This Way Up: The Effectiveness of Mobile Vertical Video Marketing	29
Buying a New Product with Inconsistent Product Reviews from Multiple Sources: The Role of Information Diagnosticity and Advertising	27
A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media	27