OOIR: Observatory of International Research

Papers

(The H4-Index of International Journal of Advertising is 26. 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 2022-05-01 to 2026-05-01.)

Article	Citations
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	107
Blending identity-specific depiction and activism advocacy in Black-centric health advertising on social media: intersectional health communication targeting Black cisgender heterosexual and Black LGB	89
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	86
Ad typicality judgments in the processing of creative television ads	75
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	72
The creativity conundrum of advertising development: solving a knowledge resources paradox by activating dynamic capabilities	71
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	71
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	69
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	67
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	62
Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences	55
Online brand activism in global controversies: emotion expression, gender stereotyping, and ideological responses	55
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	52
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	51
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	47
Diversity in the digital age: how consumers respond to diverse virtual influencers	44
A little context, please! Understanding consumer responses to online advertising	43
Twenty-five years of privacy in advertising: a bibliometric analysis and thematic review	42
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	42
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	40
The impact of infectious disease cues on visual pattern-seeking	39
The rise, growth, and future of branded content in the digital media landscape	37
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	33
Advertising’s movement to the connection era: a new paradigm for understanding connections among brands, people, content, and technology	32
Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	31

Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	29
Urgent topics for advertising research: addressing critical gaps in the literature	26