OOIR: Observatory of International Research

Papers

(The H4-Index of International Journal of Advertising is 27. 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 2021-04-01 to 2025-04-01.)

Article	Citations
Editorial: Hitting the mark with active agers: a call for more research on older consumers	155
Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers	131
Digging deeper on diversity and inclusion in Advertising research: a call to action	85
Refining replacements. Validating a revised typology of visual metaphor using perceived processing fluency and aesthetic pleasure	78
When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor	72
Editorial: on Hideki Matsuyama and the need for more study of global brand equity	65
When altruistic decisions shape egoistic motives: motivation shift in sequential charitable support	64
Priming movie product placements: New insights from a Cross-National case study	63
Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising	63
Commercial audience retention of television programs: measurement and prediction	61
Introduction to the special issue on the future of advertising	58
Introduction to the special issue on the role of sustainability in advertising	50
The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention	49
Invisible labors: U.S. advertising agencies’ race and ethnicity problem	44
Effects of nostalgic messages on ad persuasiveness: a meta-analysis	41
Female power portrayals in advertising	40
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	40
Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective	39
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	37
An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions	33
Differences in advertising’s effectiveness across age groups	31
Minimalism and advertising: a call for research	31
If it is hard to understand, is it hard to be hooked? A meta-analysis of processing fluency and transportation	30
Guest editorial to a special section on generational advertising research in the modern age	30
A slap in the face! Why artificial intelligence should not be used to price discriminate against loyal customers	29

Ad typicality judgments in the processing of creative television ads	29
The evolution of advertising research through four decades: a computational analysis of themes, topics and methods	28
The effects of mobile phone use motives on the intention to use location-based advertising: the mediating role of media affinity and perceived trust and risk	27