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 2021-05-01 to 2025-05-01.)

Article	Citations
Determinants of relationship termination intentions and their evolution: a two time-lag approach	356
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	170
Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization	150
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	106
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	94
How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence	91
How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue	89
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	84
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	76
I am feeling so good! Motivations for interacting in online brand communities	76
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	74
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	67
YouTube influencer marketing through parasocial interaction: a dyadic perspective	63
How consumer opinions are affected by marketers: an empirical examination by deep learning approach	59
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	57
How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement	54
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	53
The impact of brand transparency of food delivery apps in interactive brand communication	53
Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes	50
Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application	50
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	50
Revisiting privacy in interactive marketing: perspectives from Asian consumers	44
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	43
The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective	40
Does the verified badge of social media matter? The perspective of trust transfer theory	39

Brand avatars: impact of social interaction on consumer–brand relationships	38
Make the apps stand out: discoverability and perceived value are vital for adoption	37
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation	36
Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns	35
Untouchable them: the effect of chatbot gender on angry customers	34
The virality of advertising content	34
Luxury brands join hands: building interactive alliances on social media	33
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	32
A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser	32
Virtual influencers and corporate reputation: from marketing game to empirical analysis	32
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users	31
How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat	31
What you see is what you get: assessing in-game advertising effectiveness	30
Viewpoint – a big opportunity for interactive marketing post-COVID-19	28
Negative online brand engagement: conceptualisation, scale development and validation	28
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	27
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	27
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	26
Using personalization for cause-related marketing beyond compassion fade on social media	25
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	25
Tweeting for change: social media narratives for sustainable service	24
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	24
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	23
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data	23
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	22
Is my design better? A co-creation perspective for online fashion design	22
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	21
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	21
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	21
Why should you respond to customer complaints on a personal level? The silent observer's perspective	20
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	20
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	20
Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement	20
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands	20
“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers	20
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	20
Augmented reality interactive technology and interfaces: a construal-level theory perspective	19
Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media	18
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective	18
Digital modality richness drives vivid memory experience	18
The role of cuteness on consumer attachment to artificial intelligence agents	18
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	18
AI-powered touch points in the customer journey: a systematic literature review and research agenda	18
In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency	18
Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products	18
How consumers react to woke advertising: methodological triangulation based on social media data and self-report data	17
Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection	17
“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty	17
From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing	17
Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts	17

Unveiling the dynamics that shape online impulse buying behavior	16
Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience	16
The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency	16
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads	16
Does disclosing commercial intention benefit brands? Mediating role of perceived manipulative intent and perceived authenticity in influencer hidden advertising	16
How interaction experience enhances customer engagement in smart speaker devices? The moderation of gendered voice and product smartness	16
Editorial – What is an interactive marketing perspective and what are emerging research areas?	16
Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective	16
Made-to-measure: defining the consumption values of 3D body scanning technology and its impact on consumer experience	15
Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation	15
Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability	15
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief	14
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior	14
Understanding how customer interaction drives e-loyalty during returns handling in online retailing	14
Does product display quantity increase purchase intention? The mediation of diminished pain of payment	14
Editorial: Demonstrating contributions through storytelling	13
The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust	13
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth	13
Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity	13
Post-pandemic marketing: when the peripheral becomes the core	13
Strategies to drive interactivity and digital engagement: a practitioners' perspective	12
The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits	12
Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement	12
The impact of Covid-19 on customer journeys: implications for interactive marketing	12
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love	12
Augmenting brand community identification for inactive users: a uses and gratification perspective	12
Together or alone on the prosocial path amidst the COVID-19 pandemic: the partitioning effect in experiential consumption	12
The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach	11
Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations	11
The effects of augmented reality shopping experiences: immersion, presence and satisfaction	11
4W of user-generated content: why who we are and where we post influence what we post	10
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations	10
How do consumers choose offline shops on online platforms? An investigation of interactive consumer decision processing in diagnosis-and-cure markets	10
Guest editorial: Cutting-edge research in social media and interactive marketing	10
Is the interplay among O2O platform businesses always equal? Evidence of attribute weight changes in the hospitality sector	9
The communication of sustainability on social media: the role of dialogical communication	9
Examining CSR communication on social media during a victim crisis: a machine learning based text analytics approach	9
Enhancing consumer online reviews: the role of moral identity	8
Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing	8
Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts	8
Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention	8
The influence of repeated two-syllable communication strategy on AI customer service interaction	8
The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios	8
Native advertising relevance effects and the moderating role of attitudes toward social networking sites	7
Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention	7
Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues	7
Celebrity selection in social media ecosystems: a flexible and interactive framework	7
When family is less indulging: effect of family motivation on self-control behavior	7
It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts	7