OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Advertising Research is 3. 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 2021-09-01 to 2025-09-01.)

Article	Citations
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages	79
Can a Whisper Boost Recall Of Video Advertisements?	46
Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm	42
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products	20
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry	17
How Brand Managers Can Maximize Engagement with ASMR YouTube Content	14
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	13
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation	12
The JAR 2024 List of Research Priorities	10
Explication of the Virtual Influencer Ecosystem	10
The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?	10
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?	9
Can We Turn ASMR Experiences Into Advertising?	9
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands	9
Do Consumers Prefer Sad Faces On Eco-Friendly Products?	9
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements	8
An Investigation of How and Why Organizations Enact Greenhushing	8
Immersive Advertising—A Review and Research Agenda	8
Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers?	7
An Examination of Digital Accessibility Within Social Media Platforms	7
Why Casting Older Female Models Is Good for Advertising	7
Ready or Not, Generative AI Is Here to Stay	7
The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers	6
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?	6
How Advertising Expenditures Affect Consumers’ Perceptions of Quality	6

How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens	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
Managing the Transparency Paradox Of Social-Media Influencer Disclosures	5
Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets	5
Examining Consumer Appraisals of Deepfake Advertising and Disclosure: Show Deepfakes as “Real Life” or Say They’re “Just Fantasy”?	5
New Insights on Advertising Execution And Consumer Engagement	5
How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo	5
How Is Influencer Follower Size Related to Brand Responses?	5
Where to Next?	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	3
How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness	3
How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness	3
Targeting Couples: Are Dyad Exposures Greater Than One Plus One? Shared Information and Couple Interaction Matter in Household Purchase Decisions	3
Can Marijuana Counter-Marketing Prevent Underage Use?	3
Purpose Advertising and the Credibility Gap	3
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements	3
Does Childhood Exposure to a Brand Improve Brand Name Recognition?	3
Effects of Offline Versus Online Promotional Media on Consumer Response	3
Petfluencers, the Fur-Mula for Sincere Endorsements: Examining How and When Pets Exhibit Greater Persuasion as Influencers	3
Consumer Recall and Recognition Of Co-Appearing Brands in TV Media	3