OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Research in Interactive Marketing is 5. 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 2022-07-01 to 2026-07-01.)

Article	Citations
Persuasive and substantive: the impact of matching charity advertising appeal with numeric format on individual donation intentions	210
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	130
More than just a preview: how teaser videos shape consumer livestream watching through the mediating role of inspiration	112
Bullying an AI? Misbehavior toward an AI moral patient in interactive marketing	110
Determinants of relationship termination intentions and their evolution: a two time-lag approach	96
Standing out or fading away: the impact of luxury brand story types on brand equity	79
Recommendation agents (RAs) in interactive online retailing: an investigation on consumers’ shunning recommended products	65
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	62
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	55
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	52
Catwalks and sales: fashion shows in live streaming	52
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	48
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	42
The interplay between AI’s autonomy level and anthropomorphic relationship on consumers’ evaluations of AI products: the mediating role of self-AI integration	41
YouTube influencer marketing through parasocial interaction: a dyadic perspective	40
Editorial: The changing landscape of marketing research in the AI era: prospects and challenges	36
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	36
Corrigendum: When information fits the experience: a dual-congruity perspective on real-world intentions toward virtual brand events	33
The impact of brand transparency of food delivery apps in interactive brand communication	33
Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda	33
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	31
When and how social distance and self-construal influence the virality of social media challenge campaigns	30
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	30
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	29
Revisiting privacy in interactive marketing: perspectives from Asian consumers	27

Publisher’s Note	27
Does the verified badge of social media matter? The perspective of trust transfer theory	26
The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective	26
Untouchable them: the effect of chatbot gender on angry customers	25
Harnessing artificial intelligence (AI) for interactive branding	24
More of the same: how recommendation cue redundancy in AI shopping assistants nudges consumer decision confidence	24
Doing bad when facing AI: the influence of interactions with AI or human agents on unethical consumer behaviour	22
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	22
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	22
A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser	22
Algorithmic persuasion in AI personalization: the role of moral disengagement in shaping ethical judgment and brand responses	21
Virtual influencers and corporate reputation: from marketing game to empirical analysis	21
Negative online brand engagement: conceptualisation, scale development and validation	20
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	20
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	20
What you see is what you get: assessing in-game advertising effectiveness	20
Tweeting for change: social media narratives for sustainable service	20
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	19
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	19
How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge	19
The impact of phygital interaction on social connection and consumer response: the role of robot role and representational consistency	18
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	18
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	18
Perceived Sherub Marketing: conceptualization, scale development and validation	18
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	17
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	17
Webrooming and showrooming behaviors: the role of regulatory focus and sensory preferences in omnichannel consumer journeys	17
The impact of virtual corporate social responsibility co-creation on consumers’ willingness to participate	17
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	17
The effect of matching strategies and advertising performance: the roles of perceived goal progress and customer search behaviors	16
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	16
Keeping it fresh: what attributes of AI recommender systems do consumers value?	16
The influence of green brand “wordsmithing” on consumers' positive emotions: a mixed analysis before and after public health emergencies	16
Too much of a good thing: nonlinear effect of streamers’ language arousal on viewer engagement in live streaming	16
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	16
Digital modality richness drives vivid memory experience	16
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	16
The role of cuteness on consumer attachment to artificial intelligence agents	15
Corrigendum: Message sidedness and green demarketing effectiveness: the moderation of product attribute dominance	15
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	15
“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty	14
Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media	14
Laugh away the awkwardness: how chatbot humor can relieve embarrassment in sensitive retail interactions	14
From channels to conversations: leveraging integrated customer data for interactive marketing in fashion retail	13
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective	13
Make them curious, make them play: improving customer response to cart recovery emails	13
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	13
AI-powered touch points in the customer journey: a systematic literature review and research agenda	13
When virtual anchors eclipse the product: how form realism draws attention away but increases purchase intention in live-streaming commerce	13
Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts	12

Seeing less, sharing more: how face disclosure and selective blur impact engagement with cause-related marketing on Instagram	12
Designing cute AI streamers: a multi-modal approach to shape AI-powered streamer effectiveness in livestreaming commerce	12
When online advertising backfires: how imperative call-to-action messages trigger psychological reactance	12
“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds	12
Does disclosing commercial intention benefit brands? Mediating role of perceived manipulative intent and perceived authenticity in influencer hidden advertising	11
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads	11
Editorial – What is an interactive marketing perspective and what are emerging research areas?	11
Exploring the impact of certainty language style in social media influencers-generated content on consumers’ purchase behavior	11
Augmented influence: how AR-enabled social proof and anticipated pride drive sustainable fashion consumption	11
Real-time interaction unpacked: how live-streaming drives impulsive buying through presence and transcendent customer experience	10
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief	10
Unlocking the secrets of user engagement: the role of multimodal information and sentiment signals in AI agent design	10
Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation	10
Unveiling the dynamics that shape online impulse buying behavior	10
Online shopper response to non-equivalent mixed promotions with time constraints	10
Made-to-measure: defining the consumption values of 3D body scanning technology and its impact on consumer experience	10
How do sequential message stimuli shape consumer confidence? A longitudinal perspective	10
Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability	10
Balancing privacy and prestige: exploring trust and technological adoption in the digital era	10
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior	9
Deciphering explaining mechanisms in Metaverse research: a systematic review and theoretical framework for business innovation	9
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth	9
Editorial: Demonstrating contributions through storytelling	9
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love	9
Understanding how customer interaction drives e-loyalty during returns handling in online retailing	9
Enhance ecological validity of scenario-based experiments on human–AI collaboration: evidence from an interactive LLM-based research tool	9
Strategies to drive interactivity and digital engagement: a practitioners' perspective	9
Unveiling a channel determinant of new product adoption: how perceived social presence mediates the effectiveness of social commerce over traditional e-commerce	8
The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits	8
The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach	8
Is the interplay among O2O platform businesses always equal? Evidence of attribute weight changes in the hospitality sector	8
The effects of augmented reality shopping experiences: immersion, presence and satisfaction	8
Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations	8
Examining the effect of AI advertising involvement disclosure on advertising value and purchase intentions	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	7
Guest editorial: Cutting-edge research in social media and interactive marketing	7
The impact of shifting decision focus in personalized recommendations	7
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations	7
When family is less indulging: effect of family motivation on self-control behavior	7
Examining CSR communication on social media during a victim crisis: a machine learning based text analytics approach	7
Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing	7
The communication of sustainability on social media: the role of dialogical communication	7
Understanding virtual customer experience: a systematic analysis of immersive technology applications	6
Unlocking the potential of virtual influencers: insights into endorsement effectiveness for experience and search products	6
Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues	6
Effects of video ad features on audience engagement: evidence from a large-scale video platform	6
Decoding the algorithmic black box: how post-hoc explanations shape consumer receptivity toward personalized recommendations of branded content	6
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity	6
The influence of repeated two-syllable communication strategy on AI customer service interaction	6
Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention	6
Polite or direct? How task type and user AI literacy shape appropriate communication strategies for AI collaborators	6
Building human brands: the role of critical reviews	6
The role of immersion and digital personas in building customer loyalty in metaverse retailing	5
The effect of physicians’ value-added services on patients’ consulting intention in online health communities	5
How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment	5
The influence of spokesperson choice and product newness on consumer purchase intention	5
Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness	5
Influencer-product attractiveness transference in interactive fashion marketing: the moderated moderating effect of speciesism against AI	5
Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys	5
Owing to interactivity: a meta-analysis on consumer-brand responses in the digital context	5