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 2021-06-01 to 2025-06-01.)
ArticleCitations
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products64
Can a Whisper Boost Recall Of Video Advertisements?44
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages38
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry17
How Cutting-Edge Research on Advertising And Branding Builds Customer Engagement13
How Brand Managers Can Maximize Engagement with ASMR YouTube Content13
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation12
The JAR 2024 List of Research Priorities11
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?9
Explication of the Virtual Influencer Ecosystem9
Can We Turn ASMR Experiences Into Advertising?9
The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?9
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands9
Immersive Advertising—A Review and Research Agenda8
Do Consumers Prefer Sad Faces On Eco-Friendly Products?8
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements8
Why Casting Older Female Models Is Good for Advertising8
An Examination of Digital Accessibility Within Social Media Platforms7
The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers7
Ready or Not, Generative AI Is Here to Stay7
How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens7
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?6
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator6
New Insights on Advertising Execution And Consumer Engagement5
How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo5
How Advertising Expenditures Affect Consumers’ Perceptions of Quality5
Managing the Transparency Paradox Of Social-Media Influencer Disclosures5
Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets5
How Is Influencer Follower Size Related to Brand Responses?5
Can Marijuana Counter-Marketing Prevent Underage Use?4
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat4
How to Use the Power of Advertising To Enhance Social Good4
Does Childhood Exposure to a Brand Improve Brand Name Recognition?4
Where to Next?4
How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness4
Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers3
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements3
Consumer Recall and Recognition Of Co-Appearing Brands in TV Media3
Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Couple Interaction Matter in Household Purchase Decisions3
The Effect of Guerrilla Marketing On Company Share Prices3
Effects of Offline Versus Online Promotional Media on Consumer Response3
How the Presence of Employee Avatars Affects Metaverse Shopping Behavior3
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness3
Purpose Advertising and the Credibility Gap3
Immersive Advertising through Co-Creation: Lessons from the Visitor Economy2
“That’s It!” How Short Exclamations Boost the Effectiveness of Price Communications2
Actors Who Play Outlaws Can Be Good for Endorsing Products2
Help Shape the Future of Research at JAR2
How Mega- and Micro-Influencers Strategically Manage Authenticity: Exploring Influencer Types and Content Differences Based on Social Network Theory2
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising2
How Has the Digital Environment Affected Advertising Creativity?2
The Impact of Advertising On a Company’s Stock Price2
The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes2
When Brands Go Dark1
A Comparison of Social Media Influencers’ KPI Patterns across Platforms1
Pride Appeals and Temporal Framing Compatibility Effects In Green Advertising1
New Investigations Into Creativity, Data Sharing, and Influencers1
Do Sport Sponsorship Announcements Help or Hurt Rival Sponsors’ Market Values?1
How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation1
Revisiting Direct Mail Effectiveness: Balancing Organizational Goals with Consumer Sustainability Concerns1
Analyzing the Effectiveness Of Pro-Social Advertising Appeals1
Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?1
When Brands Go Dark: A Replication and Extension1
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration1
Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising1
Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models1
How Do Taxes on Car Sales Affect Television Advertising Strategies?1
When Are Photographs or Illustrations More Effective in Public Service Ads?1
Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness1
Searching for the Holy Grail of Sponsorship-Linked Marketing1
Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement1
A Guide to Getting Published In the Journal of Advertising Research1
How Brands Communicate Arrogance Effectively? The Effect of Arrogant Expressions on Consumer Attention and Purchase1
When and Why Are Consumers Willing To Help For-Profit Companies in Distress?1
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