OOIR: Observatory of International Research

Papers

(The median citation count of International Journal of Advertising is 4. 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
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	185
Exploring the potential of evaluative conditioning to alter attitudes towards gambling: a longitudinal study	169
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	99
Female power portrayals in advertising	89
Introducing a special issue on advertising & corporate social responsibility	81
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	76
Ad typicality judgments in the processing of creative television ads	75
Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising	72
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	66
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	61
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising	52
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	51
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	48
Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects	46
Diversity in the digital age: how consumers respond to diverse virtual influencers	44
Enduring consumer beliefs about advertising and mass media: implications for publicity and its impact	44
Non-fungible tokens (NFTs) as promotional devices: research needs and future projections	44
High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising	42
The impact of infectious disease cues on visual pattern-seeking	38
Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness	36
The bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)	35
Research on advertising in the metaverse: a call to action	35
A little context, please! Understanding consumer responses to online advertising	35
The rise, growth, and future of branded content in the digital media landscape	34
The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth	33

Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing	32
How do consumers choose to click ‘like’ on luxury ads in social media? Role of envy, number of likes, and culture	32
Urgent topics for advertising research: addressing critical gaps in the literature	32
Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women	30
Green consumer segmentation: consumer motivations for purchasing pro-environmental products	29
Differential effects of online review characteristics on innovators and imitators in new product adoption	28
Correction	28
Editorial: a call for more research on authenticity in corporate social responsibility programs	27
Inclusion in action: how brand commitment impacts perception of transgender-inclusive activist ads	27
Sick of awards: hidden costs of signaling for advertising creatives	26
Exploring the dilemma of full-screen ads when opening an app: the roles of users’ perceived goal impediment and processing fluency	25
Forty years of cross-cultural advertising research in the International Journal of Advertising: a bibliometric analysis	24
Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications	24
Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness	24
A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective	24
Digging deeper on diversity and inclusion in Advertising research: a call to action	23
Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	23
Unveiling the persuasion knowledge mechanism in YouTube affiliate marketing: channel-product congruence moderates disclosure-credibility spillover effects	21
Introduction to the special issue on the future of advertising	21
Assessing the relationship between gamified advertising and in-app purchases: a consumers’ benefits-based perspective	21
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	20
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	19
Differences in advertising’s effectiveness across age groups	19
Click, sign-up and purchase: consumer responses to real-time mobile promotions along the consumer decision journey	19
When endorsers behave badly: consumer self-expression and negative meaning transfer	18
Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?	18
An empirical study on bounced clicks versus multi-page clicks in display advertising	18
Dealing with intrusive ads: a study of which functionalities help consumers feel agency	17
Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion	17
The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model	16
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	16
How to accurately measure attention to video advertising	16
Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment	14
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	14
Finding gold at the end of the rainbowflag? Claim vagueness and presence of emotional imagery as factors to perceive rainbowwashing	14
Diversity, equity, and inclusion (DEI) in the advertising industry: attitudes and behaviors	13
Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads	13
How does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis	13
#Instafame: exploring the endorsement effectiveness of influencers compared to celebrities	13
Scarcity in luxury brand digital communication: unveiling its effect on consumer perceptions	13
Editorial: Advertising and small businesses: the need for more research	13
Rethinking the elderly consumers’ motivational shifts: the roles of time perception and goal orientation	12
Are interactive PSA formats always effective? The interaction between empathy-inducing message content, carousel formats, and connectedness with nature in pro-environmental campaigns	12
Diversity and inclusion in advertising research	12
The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers	12
Selling sustainability: making green advertising more concrete with circular economy message framing	12
Special issue on new insights on digital and social media advertising	12
Sustainable fashion social media influencers and content creation calibration	12
What do motives for quiet luxury consumption tell us about intrinsic vs. extrinic motivation for consumer behavior in general?	12
Forty years of advertising research on health issues: past learnings and future perspectives	11

That uncanny valley of mind: when anthropomorphic AI agents disrupt personalized advertising	11
Racialized environmental injustice and green advertising: how color-conscious and colorblind strategies influence majority and minority consumers’ green cognitions	11
Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan	11
The impact of consumer expectations and familiarity on deceptive pricing in advertising: a view from drip pricing practice	11
Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs	11
Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention	11
Do social pressure and technological development influence green consumer behaviour? Evidence from Saudi Arabia	11
Reader and author attitudes towards brand placement in fiction	10
Smiling or sad faces in charity display advertising? A visual-verbal congruency approach considering the role of targeting	10
Editorial: Advertising in Contemporary Society	10
Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products	9
Advertising and privacy: an overview of past research and a research agenda	9
Two important strategies to attenuate consumer purchase hesitation ^☆	9
Examining the interplay of chatbot interactivity and anthropomorphic design for enhancing brand relationships in service businesses	9
Gender effects in influencer marketing: an experimental study on the efficacy of endorsements by same- vs. other-gender social media influencers on Instagram	9
Effect of brand prominence on fashion advertising images on Instagram: a computational analysis	9
Twenty years of research on gamified advertising: a systematic overview of theories and variables	9
Selfie campaigns as advertising tactic: mental imagery as a driver of brand interest and participation	9
Beyond likes: the persuasive potential of romantic parasocial relationships with influencers	9
A longitudinal cross-cultural content analysis of rational vs. emotional appeals in US and Sweden	9
Understanding the role of construal level in time-restriction	9
Generational cohort theory research: the good, the bad and the ugly	8
The benefits and pitfalls of humblebragging in social media advertising: the moderating role of the celebrity versus influencer	8
Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers	8
Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving	8
A slap in the face! Why artificial intelligence should not be used to price discriminate against loyal customers	8
Introduction to the special issue on the role of sustainability in advertising	8
Sustainability communication	8
Reflections on the International Journal of Advertising on the journal’s history and first 40 years	8
The interaction effect of fashion retailer categories on sustainable labels: the role of perceived benefits, ambiguity, trust, and purchase intention	8
Examining the effectiveness of public service announcements in encouraging pro-health behaviors: self-referent mental simulation and empowerment as mediators	7
Facebook likes and corporate revenue: testing the consistency between attitude and behavior	7
Digital transformation, online advertising, and consumer behaviour	7
Crying victims deserve more? how victim image, facial expression, entitativity and victim story impact charity advertising persuasiveness	7
The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations	7
Exploring user reactions to luxury brand videos on YouTube: a comparative study of influencers and brand-official channels	7
Comments on “How digital innovation has changed marketing: the good, the bad, the ugly”	7
Fear or humor? The effects of negatively framed visual hyperbole in advertising	7
When influencers promote unhealthy products and behaviours: the role of ad disclosures in YouTube eating shows	6
When brands get real: the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand	6
Effects of physical appearance of ad endorsers featured in gay-targeted ads, explained by endorser match-up and identification	6
Digital transformation and advertising: insights from the 2020 ICAMA-KAS conference	6
Sex, race, and femininity: young Chinese females’ responses to lingerie advertising	6
How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data	6
Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19	5
Understanding the impact of influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts	5
Virtual nature experiences on Instagram: how greenfluencers’ nature posts drive climate action	5
Sonic branding as a promotional tool: a concept whose time has come and a call for research	5
Speaking green – expressing a message in a foreign language fosters consumers’ pro-environmental choices	5
A close look at research on pursuing the right formula for cause-related marketing advertising	5
A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions	5
Perspectives: replication is more than meets the eye	5
I’ve heard that brand before: the role of music recognition on consumer choice	5
The power of creative advertising: creative ads impair recall and attitudes toward other ads	5
Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?	5
Managing advertising and subscription fees to maximize lifetime value	5
When it pays to be clear: the appeal of concrete communication under uncertainty	5
Curbing misinformation dissemination in influencer marketing: how misinformation interventions affect endorsement effectiveness	5
Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions	5
Local brands can’t be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China	5
Effects of nostalgic messages on ad persuasiveness: a meta-analysis	4
“Mirror, mirror, on the wall. Who is the greenest of them all?” the impact of green advertising cues on generational cohorts	4
The adverse effects of mobile devices on willingness to donate and online fundraising outcomes	4
Teenagers’ moral advertising literacy in an influencer marketing context	4
The challenge to be different in influencer marketing: why and when negative meanings of influencers transfer to brands	4
Call-to-action or inaction? Call-to-action buttons hurt in-feed social advertising	4
Are many too much? Examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective	4
Partitioning online experiential consumption increases subjective well-being during the times of uncertainty	4
Understanding East Asian consumers’ responses to inclusive beauty products in advertising	4
The interactive effects of moral identity and humor on advertising evaluations: the mediating role of disgust	4
Refining replacements. Validating a revised typology of visual metaphor using perceived processing fluency and aesthetic pleasure	4
The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM	4
The importance of interactivity in increasing engagement with native advertising	4
Music to the individual consumer’s ears: how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?	4
Ad skipping, the ‘ad free internet’ and privacy: a call for research	4