OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Advertising is 6. 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 2021-08-01 to 2025-08-01.)

Article	Citations
Changes in Definitions and Operationalizations in Advertising Research—Justified or Not?	216
It’s All about Timing: Captive Targeting through Mobile Ads	172
Self-Discrepancy as a Motive for Non-Fungible Token (NFT) Acquisition: A Psychological Ownership Perspective	162
More than Shapes: The Silhouette Effect in Advertising	116
Introduction to Computational Advertising Research Methodology Themed Issue	98
Computer Vision Models for Image Analysis in Advertising Research	76
Computational Methods for Improving the Observability of Platform-Based Advertising	69
Chatbot Advertising As a Double-Edged Sword: The Roles of Regulatory Focus and Privacy Concerns	60
Computational Content Analysis in Advertising Research	56
Accessibility and Age: Can Legibility Improve Opportunity to Process Advertising?	54
Speaking Up on Black Lives Matter: A Comparative Study of Consumer Reactions toward Brand and Influencer-Generated Corporate Social Responsibility Messages	53
Reflections on My Editorship of the Journal of Advertising	47
Leveraging Social Media Advertising to Foster Female Consumers’ Empowerment and Engagement: The Role of Regulatory Mode	41
Too Exciting to Care? When Expressing Gratitude Is a Detriment to the Brand	40
Transformative Advertising Research: Reimagining the Future of Advertising	36
Measuring Gaining and Holding Attention to Social Media Ads with Viewport Logging: A Validation Study Using Mobile Eye-Tracking	31
Boredom in the Creative Studio	31
Battle of the Brand: Brand Attachment Inoculates Against the Negative Effects of Ad Repetition	31
Celebrating 50 Years of the Journal of Advertising and Beyond	30
Realistic Portrayals of Untrue Information: The Effects of Deepfaked Ads and Different Types of Disclosures	30
Online Exploitation: Drawing the Line for Surveillance Advertising in Europe	27
Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients	26
RAISE: A New Method to Develop Experimental Stimuli for Advertising Research with Image Generative Artificial Intelligence	24
Take a Break, But Make It Different! Moderating Effects of Incubation Task Specificity on Advertising Idea Generation	24
“I Thought My Idea to Use Your Idea Was a Great Idea”: Inadvertent Plagiarism in Marketing	24

Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products	24
Does Your Boss Prefer Iced Tea Advertisements? The Effect of Feeling Powerful on Consumers’ Preference for Cold Advertisements	24
Introduction to Special Section Regarding Surveillance and Ethics in Advertising	22
The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study	22
Navigating the Future of Influencer Advertising: Consolidating What Is Known and Identifying New Research Directions	22
Reliability of EEG Metrics for Assessing Video Advertisements	21
Health-Related Advertising: Leveraging Virtual and Human Influencers to Encourage Health Behaviors	21
How Consumers Consume Social Media Influence	20
Understanding Consumers’ Visual Attention in Mobile Advertisements: An Ambulatory Eye-Tracking Study with Machine Learning Techniques	19
When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity?	18
Manipulating Consumers with the Truth: Relative-Difference Claims in Advertising and Inferences of Manipulative Intent	18
Preschoolers and Advertising: A Systematic Literature Review and Future Research Agenda on the Effects of Advertising on Preschool Children	17
The Role of Psychological Distance in Enhancing Identity-Relevant Brand Awareness	17
Beneficial or Harmful? How (Mis)Fit of Targeted Political Advertising on Social Media Shapes Voter Perceptions	17
Rethinking Harlow Gale: The Psychical Influences on His Contributions to Advertising and Their Enduring Reverberations	17
The Challenge of a Prominent Position: Decomposing Shopping Goals in Sponsored Search Advertising	16
Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations	16
Perfectly Imperfect: How Body-Positive Advertisements in Social Media Foster Consumer Engagement	16
The Future of Dataveillance in Advertising Theory and Practice	16
ChatGPT, AI Advertising, and Advertising Research and Education	15
Can Personalized Recommendations in Charity Advertising Boost Donation? The Role of Perceived Autonomy	15
Reflections on Professionalism and Human Touch—A Tribute	15
Consumers’ Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?	15
Seeing Ad Transparency More Clearly: Public Perception, Use of Ad Transparency Tools, and Responses to Dataveillance	15
Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer Experience	14
Special Section Introduction—Reimagining Advertising Research: 50 Years and Beyond	13
What a Difference 50 Years Makes!	12
Can Blockchain-Based Authenticity Disclosures Increase Consumer Trust in Online Advertising?	12
You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements	12
Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers	11
Riding the Wave: How and When Public Issue Salience Impacts Corporate Social Responsibility Advertising	11
Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption	11
David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers	11
Countering Search Ad Avoidance: How Political Orientation Affects Trust in Search Advertising	11
The MADE Framework: Best Practices for Creating Effective Experimental Stimuli Using Generative AI	11
Are Concave Ads More Persuasive? The Role of Immersion	11
Customer Inferences about Racial Composition in Ads: A Comparison of Monoracial and Interracial Models	11
E-Commerce Influencers in China: Dual-Route Model on Likes, Shares, and Sales	10
Absorbing External Information: How Team-Level Cohesion and Friction Influence the Formulation of Creative Advertising	10
Making Ads Stick: Role of Metaphors in Improving Advertising Memory	10
Depicting Humans, Animals, and Objects in Motion: The Effect of Implied Motion on Engagement and Persuasion in Advertising	9
The Creative Knife: Does Interference Dull the Edge of Creativity Effectiveness?	9
Nostalgia: A Review, Propositions, and Future Research Agenda	9
Drivers of Data Quality in Advertising Research: Differences across MTurk and Professional Panel Samples	9
A Stitch in Time Saves Nine: Redressing a (Dis)Service to Advertising	9
Why Am I Getting This Ad? How the Degree of Targeting Disclosures and Political Fit Affect Persuasion Knowledge, Party Evaluation, and Online Privacy Behaviors	9
It’s Gotta Be the Shoes! Performance Enhancement Effects of Novel Brand Advertising	9
Infusing Affective Computing Models into Advertising Research on Emotions	9
It’s Written on Your Face: How Emotional Variation in Super Bowl Advertisements Influences Ad Liking	8
Out-of-Home Advertising: A Systematic Review and Research Agenda	8

Past, Present, and Future of the Journal of Advertising	8
Multifaceted Influencers: Toward a New Typology for Influencer Roles in Advertising	8
Differential Effects of Device Modalities and Exposure to Online Reviews on Online Purchasing: A Field Study	8
Gender and Advertising: A 50-Year Bibliometric Analysis	8
Buying a Chance at Love: The Influence of Attachment Anxiety on Consumer Preference for Romantic Advertising	8
How to Allocate White Space in Ad Design? The Impact of Product Layouts on Perceived Entitativity and Advertising Performance	8
User-Centric Behavioral Tracking: Lessons from Three Case Studies with Do-It-Yourself Computational Pipelines	8
Asking Questions of AI Advertising: A Maieutic Approach	7
Sharing the Spotlight: Understanding Consumer Response to Joint Advertising	7
Children’s Hobbies as Persuasive Strategies: The Role of Literacy Training in Children’s Responses to Personalized Ads	7
Influence of Consumers’ Temporary Affect on Ad Engagement: A Computational Research Approach	7
Congruency and Users’ Sharing on Social Media Platforms: A Novel Approach for Analyzing Content	7
Pride or Rainbow-Washing? Exploring LGBTQ+ Advertising from the Vested Stakeholder Perspective	7
A Meta-Analysis of the Antecedents and Consequences of Advertising Value	7
Social Exclusion: A Bibliometric Analysis and Future Research Directions in Advertising	7
What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions	6
Turning Right: The Impact of Text Rotation (Left vs. Right) on Consumer Product Preferences	6
Advertising in Freemium Services: Lack of Control and Intrusion as the Price Consumers Pay	6
Harnessing the Strengths of Computational Advertising and Experimental Methods to Enhance Research Design	6
Actors versus Their Fictional Personas: How Character Endorsements Mitigate Real Scandal	6
What Happens When Parents Find Violence Acceptable? A Case of Violent-Humorous Commercials Targeted at Children	6