OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Advertising Research is 4. 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.)

Article	Citations
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products	89
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages	53
Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm	43
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry	20
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 Compensation	15
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 Evaluations	14
The JAR 2024 List of Research Priorities	14
How Brand Managers Can Maximize Engagement with ASMR YouTube Content	13
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 Ecosystem	10
An Investigation of How and Why Organizations Enact Greenhushing	9
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?	9
Immersive Advertising—A Review and Research Agenda	9
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands	9
Ready or Not, Generative AI Is Here to Stay	8
Do Consumers Prefer Sad Faces On Eco-Friendly Products?	8
Why Casting Older Female Models Is Good for Advertising	8
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements	8
Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers?	8
Can We Turn ASMR Experiences Into Advertising?	8
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?	7
Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising	7
How Advertising Expenditures Affect Consumers’ Perceptions of Quality	7
How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens	7

The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers	7
An Examination of Digital Accessibility Within Social Media Platforms	7
Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets	6
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator	6
Does Childhood Exposure to a Brand Improve Brand Name Recognition?	5
Managing the Transparency Paradox Of Social-Media Influencer Disclosures	5
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 Tempo	5
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 Effectiveness	4
Where to Next?	4
Purpose Advertising and the Credibility Gap	4
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness	4
How to Use the Power of Advertising To Enhance Social Good	4
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat	4
Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers	4
Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Couple Interaction Matter in Household Purchase Decisions	4
Consumer Recall and Recognition Of Co-Appearing Brands in TV Media	4
Effects of Offline Versus Online Promotional Media on Consumer Response	4
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements	4