Journal of Advertising Research

Papers
(The median citation count of Journal of Advertising Research is 1. 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 2021-11-01 to 2025-11-01.)
ArticleCitations
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products89
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages53
Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm43
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry20
Can a Whisper Boost Recall Of Video Advertisements?18
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation15
Consumer Reactions to Product-Model Relative Size and Product Category in Print Advertisements: How Product-Model Relative Size and Product Category in Advertisements Influence Consumer Evaluations14
The JAR 2024 List of Research Priorities14
How Brand Managers Can Maximize Engagement with ASMR YouTube Content13
The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?11
Explication of the Virtual Influencer Ecosystem10
An Investigation of How and Why Organizations Enact Greenhushing9
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?9
Immersive Advertising—A Review and Research Agenda9
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands9
Can We Turn ASMR Experiences Into Advertising?8
Ready or Not, Generative AI Is Here to Stay8
Do Consumers Prefer Sad Faces On Eco-Friendly Products?8
Why Casting Older Female Models Is Good for Advertising8
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements8
Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers?8
An Examination of Digital Accessibility Within Social Media Platforms7
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?7
Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising7
How Advertising Expenditures Affect Consumers’ Perceptions of Quality7
How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens7
The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers7
Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets6
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator6
Does Childhood Exposure to a Brand Improve Brand Name Recognition?5
Managing the Transparency Paradox Of Social-Media Influencer Disclosures5
How Is Influencer Follower Size Related to Brand Responses?5
How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo5
Can Marijuana Counter-Marketing Prevent Underage Use?5
Examining Consumer Appraisals of Deepfake Advertising and Disclosure: Show Deepfakes as “Real Life” or Say They’re “Just Fantasy”?5
How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness4
Where to Next?4
Purpose Advertising and the Credibility Gap4
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness4
How to Use the Power of Advertising To Enhance Social Good4
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat4
Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers4
Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Couple Interaction Matter in Household Purchase Decisions4
Consumer Recall and Recognition Of Co-Appearing Brands in TV Media4
Effects of Offline Versus Online Promotional Media on Consumer Response4
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements4
The Impact of Advertising On a Company’s Stock Price3
“That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications3
Do Sport Sponsorship Announcements Help or Hurt Rival Sponsors’ Market Values?3
How Has the Digital Environment Affected Advertising Creativity?3
Immersive Advertising through Co-Creation: Lessons from the Visitor Economy3
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising3
Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement3
Help Shape the Future of Research at JAR3
How Mega- and Micro-Influencers Strategically Manage Authenticity: Exploring Influencer Types and Content Differences Based on Social Network Theory3
The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes3
Actors Who Play Outlaws Can Be Good for Endorsing Products3
How the Presence of Employee Avatars Affects Metaverse Shopping Behavior3
When Brands Go Dark: A Replication and Extension2
Searching for the Holy Grail of Sponsorship-Linked Marketing2
A Comparison of Social Media Influencers’ KPI Patterns across Platforms2
Benefit Appeals in Livestreaming E-Commerce: The Moderating Role of Influencers’ Facial Beauty and Body Motion2
New Investigations Into Creativity, Data Sharing, and Influencers2
A Guide to Getting Published In the Journal of Advertising Research2
How Do Taxes on Car Sales Affect Television Advertising Strategies?2
Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models2
Pride Appeals and Temporal Framing Compatibility Effects In Green Advertising2
Revisiting Direct Mail Effectiveness: Balancing Organizational Goals with Consumer Sustainability Concerns2
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration2
When and Why Are Consumers Willing To Help For-Profit Companies in Distress?2
How the Timing of LGBT+ Brand Activism Affects Consumer Responses: Better Early Than Late?1
How Brands Communicate Arrogance Effectively? The Effect of Arrogant Expressions on Consumer Attention and Purchase1
(How) Does the Number of Followers Impact the Success of Influencer Marketing? A Construal Level Perspective1
How Small Talk and Co-Viewing with AI Companions Boost Advertising Effectiveness and Persuasion: Chat, Watch, and Buy1
Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences1
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change1
Make Cause-Related Marketing Messages about Your Customers, Not the Brand1
Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness1
When Are Photographs or Illustrations More Effective in Public Service Ads?1
An Investigation Into Slogan Design On Creating Slogan–Brand Alignment1
The 2025 JAR Research Priorities List: Aligning Research with Key Challenges in Advertising1
Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising1
What Makes Consumers Willing to Share Their Data in Addressable TV Advertising?1
Why the Experiential View Is Vital To Marketing Communications Research Now1
What Drives Consumers To Engage with Influencers?1
A Call to Embrace GenAI in Academic Research1
The Impact of Ad Repetition on Viewer Attention in Connected and Linear Television1
Whether We Know It or Not, We’re All Slowly Befriending AI Agents1
Analyzing the Effectiveness Of Pro-Social Advertising Appeals1
A Legacy of Breakthrough Research And Respect for Tradition1
Advertising and Generative AI: How Can Advertisers Leverage New AI Tools? Introducing a Special Issue on Generative AI in Advertising1
Unleashing the Power of AI and Big Data for Advertising: A Framework for Intensive Longitudinal Mediation When Using AI to Study Advertising Effectiveness1
Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance1
Navigating the Rapid Currents of Advertising1
Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising1
Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?1
Are Consumers Moved by a Crying Tree Or a Smiling Forest?1
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