OOIR: Observatory of International Research

Papers

(The TQCC of International Journal of Advertising is 10. 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
Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter	40
Female power portrayals in advertising	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
Minimalism and advertising: a call for research	31
Differences in advertising’s effectiveness across age groups	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
Ad typicality judgments in the processing of creative television ads	29

A slap in the face! Why artificial intelligence should not be used to price discriminate against loyal customers	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
Introducing a special issue on advertising & corporate social responsibility	26
The adverse effects of mobile devices on willingness to donate and online fundraising outcomes	24
Reflections on the International Journal of Advertising on the journal’s history and first 40 years	24
The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM	23
Like the dad in the ad: Testing a conceptual model for new fathers’ responses to dadvertisements	23
Social media influencers helping the world? uncovering their advantages and tipping factors in cause-related marketing	22
The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts	21
The order effects of humor and risk messaging strategies in public service advertisements: the moderating role of trust in science and mediating role of psychological reactance	21
From anxiety to action: the role of eco-anxiety and eco-advertisement in promoting pollution escape tourism	21
Call-to-action or inaction? Call-to-action buttons hurt in-feed social advertising	21
Teenagers’ moral advertising literacy in an influencer marketing context	21
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	20
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength	20
The role of relevancy in native advertising on social media	19
Exploring the effectiveness of digital manipulation disclosures for Instagram posts on source credibility and authenticity of social media influencers	16
Editorial: Perspectives on advancing the advertising field for academics and practitioners. Celebrating 40 years of the International Journal of Advertising	16
Exploring how older women want to be portrayed in advertisements	16
Artificial intelligence ecosystems for marketing communications	16
Sustainability communication	16
From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media	15
How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing	15
The effects of customer consumption goals on artificial intelligence driven recommendation agents: evidence from Stitch Fix	14
Finding gold at the end of the rainbowflag? Claim vagueness and presence of emotional imagery as factors to perceive rainbowwashing	14
The effect of non-celebrity influencers’ perceived authenticity on social media advertising outcomes	14
Smiling AI agents: How anthropomorphism and broad smiles increase charitable giving	14
Partitioning online experiential consumption increases subjective well-being during the times of uncertainty	14
When endorsers behave badly: consumer self-expression and negative meaning transfer	13
Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge	13
Examining the effects of addressable TV advertising on children and their parents	13
Future needs in gender and LGBT advertising portrayals	12
No chance to fool young consumers when it comes to the environment: effects of false and compensation claims in airline advertising on perceived greenwashing	12
Editorial: New Thoughts on Advertising’s Impact on Consumer Prices	12
Message assertiveness and price discounts: differences between hedonic and utilitarian consumption	12
Ethnicity in advertising and millennials: the role of social identity and social distinctiveness	12
The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model	11
The impacts of donors’ perceived personal resource scarcity on their intentions to volunteer for low- and high-responsibility recipients: the mediating role of perceived social worth	11
Enduring consumer beliefs about advertising and mass media: implications for publicity and its impact	11
Altercast framing with assertive sustainability messages: how dominant brands can motivate non-green consumers	10
Examining consumer reactions to sincere brands’ gratitude expressions: when a simple thank you just won’t do	10
Click, sign-up and purchase: consumer responses to real-time mobile promotions along the consumer decision journey	10
A comprehensive approach to the study of advertising execution and its effects	10
Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?	10
Digital transformation, online advertising, and consumer behaviour	10
The effects of brand trustworthiness and credibility on location-based advertising: moderating effects of privacy concern and social influence	10
The development and testing of a pictogram signaling advertising in online videos	10