OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Research in Interactive Marketing is 7. 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
New frontiers and future directions in interactive marketing: Inaugural Editorial	315
How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue	121
Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms	114
Perceived authenticity of social media influencers: scale development and validation	108
Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems	89
Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation	86
How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence	71
Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention	67
From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing	65
“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers	65
The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction	64
Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker	60
Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style	57
Social media influencers as human brands: an interactive marketing perspective	48
A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers	47
The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust	45
Examining consumer participation on brand microblogs in China: perspectives from elaboration likelihood model, commitment–trust theory and social presence	44
Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective	44
The impact of storytelling in creating firm and customer connections in online environments	41
Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts	37
Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application	36
Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media	36
Enhancing brick-and-mortar store shopping experience with an augmented reality shopping assistant application using personalized recommendations and explainable artificial intelligence	35
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	35
Augmenting brand community identification for inactive users: a uses and gratification perspective	34

The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness	33
Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes	32
Brand avatars: impact of social interaction on consumer–brand relationships	32
Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience	31
From social capital to consumer engagement: the mediating role of consumer e-empowerment	29
The role of perceived social media agility in customer engagement	28
How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives	28
Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement	28
How perceived interactivity affects consumers' shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement	26
A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda	25
Influence of self-disclosure of Internet celebrities on normative commitment: the mediating role of para-social interaction	25
Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing	25
How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement	24
It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts	24
Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement	24
Flow matters: antecedents and outcomes of flow experience in social search on Instagram	24
The impact of Covid-19 on customer journeys: implications for interactive marketing	23
How can autonomy improve consumer experience when interacting with smart products?	23
How interaction experience enhances customer engagement in smart speaker devices? The moderation of gendered voice and product smartness	23
Reading between the lines: untwining online user-generated content using sentiment analysis	22
You absolutely (don’t) need this!examining differences on customer engagement components for (anti)haul youtubers’ videos	22
How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions	22
To buy or not to buy, that is the question: understanding the determinants of the urge to buy impulsively on Instagram Commerce	21
Editorial – The misassumptions about contributions	20
Augmented reality interactive technology and interfaces: a construal-level theory perspective	20
AI-powered touch points in the customer journey: a systematic literature review and research agenda	19
Contactless service encounters among Millennials and Generation Z: the effects of Millennials and Gen Z characteristics on technology self-efficacy and preference for contactless service	19
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	18
Reactance and turbulence: examining the cognitive and affective antecedents of ad blocking	18
Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective	17
Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity	17
How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification	17
Luxury brands join hands: building interactive alliances on social media	17
Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization	17
How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding	17
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation	17
Do sensory reviews make more sense? The mediation of objective perception in online review helpfulness	16
How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat	16
Value co-creation through branded apps: enhancing perceived quality and brand loyalty	16
Does the length of a review matter in perceived helpfulness? The moderating role of product experience	16
Celebrity selection in social media ecosystems: a flexible and interactive framework	16
Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing	15
Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections	15
Sharing is entertaining: the impact of consumer values on video sharing and brand equity	15
4W of user-generated content: why who we are and where we post influence what we post	14
Webrooming or showrooming? The moderating effect of product attributes	14
Editorial – What is an interactive marketing perspective and what are emerging research areas?	14
Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence	13
Artificial intelligence in interactive marketing: a conceptual framework and research agenda	13
The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency	13

How consumers react to woke advertising: methodological triangulation based on social media data and self-report data	13
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users	12
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	12
Order matters: effect of use versus outreach order disclosure on persuasiveness of sponsored posts	12
Predicting value cocreation behavior in social media via integrating uses and gratifications paradigm and theory of planned behavior	12
What you see is what you get: assessing in-game advertising effectiveness	12
Post-pandemic marketing: when the peripheral becomes the core	12
Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator	11
Show products or show people: an eye-tracking study of visual branding strategy on Instagram	11
I am feeling so good! Motivations for interacting in online brand communities	11
Why should you respond to customer complaints on a personal level? The silent observer's perspective	11
In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency	11
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands	11
Is my design better? A co-creation perspective for online fashion design	11
Impact of brand community supportive climates on consumer-to-consumer helping behavior	11
Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase	11
Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement	11
Strengthening consumer–brand relationships through avatars	10
The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios	10
To pay or not to pay: understanding mobile game app users' unwillingness to pay for in-app purchases	10
The effects of augmented reality shopping experiences: immersion, presence and satisfaction	10
Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection	10
How sharenting drives sherub marketing: insights from an interpretative phenomenological perspective	9
How to overcome online banner blindness? A study on the effects of creativity	9
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	9
Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement	8
Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products	8
Using personalization for cause-related marketing beyond compassion fade on social media	8
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	8
Beyond visual clutter: the interplay among products, advertisements, and the overall webpage	8
Make the apps stand out: discoverability and perceived value are vital for adoption	8
How consumer opinions are affected by marketers: an empirical examination by deep learning approach	8
Consumer bias against evaluations received by artificial intelligence: the mediation effect of lack of transparency anxiety	8
Effects of the anthropomorphic image of intelligent customer service avatars on consumers' willingness to interact after service failures	7
Impact of delightful somatosensory augmented reality experience on online consumer stickiness intention	7
Ride-sharing platforms: the effects of online social interactions on loyalty, mediated by perceived benefits	7
How emotions impact the interactive value formation process during problematic social media interactions	7
The virality of advertising content	7
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth	7
How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment	7
The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective	7