OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Interactive Marketing is 15. 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 2020-05-01 to 2024-05-01.)

Article	Citations
Transforming the Customer Experience Through New Technologies	353
The Role of Social Media Content Format and Platform in Users' Engagement Behavior	187
Artificial Intelligence and Marketing: Pitfalls and Opportunities	159
Past, Present, and Future of Electronic Word of Mouth (EWOM)	138
Brave New World? On AI and the Management of Customer Relationships	135
The Role of Marketing in Digital Business Platforms	113
Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)	94
Emoji, Playfulness, and Brand Engagement on Twitter	81
Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings	75
“Don't Forget that Others Are Watching, Too!” The Effect of Conversational Human Voice and Reply Length on Observers’ Perceptions of Complaint Handling in Social Media	70
Digital Analytics: Modeling for Insights and New Methods	68
More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers	66
The Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media	61
Thinking beyond Privacy Calculus: Investigating Reactions to Customer Surveillance	60
Social Media's Impact on the Consumer Mindset: When to Use Which Sentiment Extraction Tool?	60
Disclosure of Vlog Advertising Targeted to Children	49
Certainty in Language Increases Consumer Engagement on Social Media	46
Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution	46
LSTM Response Models for Direct Marketing Analytics: Replacing Feature Engineering with Deep Learning	45
Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention	37
An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects	36
The Use of Computer Vision to Analyze Brand-Related User Generated Image Content	34
Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study)	33
Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement	33
Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment	32

Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity	31
This Way Up: The Effectiveness of Mobile Vertical Video Marketing	31
Buying a New Product with Inconsistent Product Reviews from Multiple Sources: The Role of Information Diagnosticity and Advertising	29
A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media	29
To Defend or Not to Defend? How Responses to Negative Customer Review Affect Prospective customers’ Distrust and Purchase Intention	26
Sponsorship Disclosure of Influencers – A Curse or a Blessing?	24
Chatbots in Marketing: A Literature Review Using Morphological and Co-Occurrence Analyses	24
The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments	20
Revisiting Trust and Privacy Concern in Consumers' Perceptions of Marketing Information Management Practices: Replication and Extension	20
Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages	20
Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing	20
“Speaking of Purchases”: How Conversational Potential Determines Consumers’ Willingness to Exert Effort for Experiential versus Material Purchases	19
Seize the Day: How Online Retailers Should Respond to Positive Reviews	18
Negative Consequences of Storytelling in Native Advertising	17
What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions	16
YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews	16
“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping	16
An Experimental Analysis of the Effectiveness of Multi-Screen Advertising	15
Cutting the Internet's Environmental Footprint: An Analysis of Consumers’ Self-Attribution of Responsibility	15
Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation	15
Predicting Tie Strength with Ego Network Structures	15