OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Advertising Research 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 2022-01-01 to 2026-01-01.)

Article	Citations
Can a Whisper Boost Recall Of Video Advertisements?	99
Optimal Rules for Advertising Budget Allocation Across Movie Versions Marketed in Sequential Distribution Stages	45
Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm	22
How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products	18
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry	15
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation	14
The JAR 2024 List of Research Priorities	13
How Brand Managers Can Maximize Engagement with ASMR YouTube Content	11
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	11
How Co-Viewing Influences Attention to TV Ads and Programs Across Connected TV (CTV) and Linear TV: The Moderating Roles of Co-Viewing Time and Content Duration	11
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands	10
The Influence of Perceived Truth of Campaign Messages on Vote Choice: Does Truth Matter When Industries Battle Opponents Over Policy Issues?	10
Explication of the Virtual Influencer Ecosystem	10
Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?	9
An Investigation of How and Why Organizations Enact Greenhushing	9
Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers?	9
Sponsorship Disclosure in Virtual Influencer Marketing: Assessing Users’ Sentiment and Engagement Toward Virtual Influencer Endorsements	9
Can We Turn ASMR Experiences Into Advertising?	9
Do Consumers Prefer Sad Faces On Eco-Friendly Products?	9
Immersive Advertising—A Review and Research Agenda	9
Why Casting Older Female Models Is Good for Advertising	9
How Does Binge-Watching Behavior Affect Advertising and Video-on-Demand Platforms? Ad Intrusiveness, Irritation and Attitudes Via the Psychological Reactance Theory Lens	8
An Examination of Digital Accessibility Within Social Media Platforms	8
Ready or Not, Generative AI Is Here to Stay	8
Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising	8

Examining Consumer Appraisals of Deepfake Advertising and Disclosure: Show Deepfakes as “Real Life” or Say They’re “Just Fantasy”?	7
The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers	7
How Advertising Expenditures Affect Consumers’ Perceptions of Quality	7
What Drives Advertisers Toward or Away From Immersive Virtual Spaces?	7
How Music Tempo Influences Consumer Preferences for Advertising with Different Regulatory Focuses: Shopping in Jumping Tempo	7
How to Persuade Consumers to Engage with Calls-to-Action in Brand Content: Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator	7
How to Use the Power of Advertising To Enhance Social Good	6
Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets	6
Does Childhood Exposure to a Brand Improve Brand Name Recognition?	6
Managing the Transparency Paradox Of Social-Media Influencer Disclosures	6
How Is Influencer Follower Size Related to Brand Responses?	6
How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness	5
Where to Next?	5
Effects of Offline Versus Online Promotional Media on Consumer Response	5
Consumer Recall and Recognition Of Co-Appearing Brands in TV Media	5
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat	5
Purpose Advertising and the Credibility Gap	5