OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Research in Interactive Marketing is 6. 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 2021-09-01 to 2025-09-01.)

Article	Citations
Determinants of relationship termination intentions and their evolution: a two time-lag approach	123
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	111
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	105
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	79
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	73
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	72
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	72
How consumer opinions are affected by marketers: an empirical examination by deep learning approach	67
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	66
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	65
I am feeling so good! Motivations for interacting in online brand communities	63
YouTube influencer marketing through parasocial interaction: a dyadic perspective	60
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	54
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	47
Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application	40
The impact of brand transparency of food delivery apps in interactive brand communication	38
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	38
Revisiting privacy in interactive marketing: perspectives from Asian consumers	38
The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective	36
Untouchable them: the effect of chatbot gender on angry customers	35
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	34
Publisher’s Note	34
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation	33
Make the apps stand out: discoverability and perceived value are vital for adoption	31
Does the verified badge of social media matter? The perspective of trust transfer theory	29

The virality of advertising content	28
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	27
Virtual influencers and corporate reputation: from marketing game to empirical analysis	27
What you see is what you get: assessing in-game advertising effectiveness	27
A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser	26
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users	25
Negative online brand engagement: conceptualisation, scale development and validation	24
Using personalization for cause-related marketing beyond compassion fade on social media	24
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	23
Tweeting for change: social media narratives for sustainable service	23
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	23
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	22
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	22
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	22
Is my design better? A co-creation perspective for online fashion design	21
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	21
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	21
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data	21
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	21
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	21
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	21
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	21
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	20
Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products	20
“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers	20
The effect of matching strategies and advertising performance: the roles of perceived goal progress and customer search behaviors	20
Digital modality richness drives vivid memory experience	18
Augmented reality interactive technology and interfaces: a construal-level theory perspective	18
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands	18
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	17
In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency	17
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	17
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	17
AI-powered touch points in the customer journey: a systematic literature review and research agenda	16
“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty	16
Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media	15
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective	15
The role of cuteness on consumer attachment to artificial intelligence agents	15
Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection	14
“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds	14
Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts	14
From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing	14
When online advertising backfires: how imperative call-to-action messages trigger psychological reactance	13
Exploring the impact of certainty language style in social media influencers-generated content on consumers’ purchase behavior	12
How interaction experience enhances customer engagement in smart speaker devices? The moderation of gendered voice and product smartness	12
Editorial – What is an interactive marketing perspective and what are emerging research areas?	12
Does disclosing commercial intention benefit brands? Mediating role of perceived manipulative intent and perceived authenticity in influencer hidden advertising	12
Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective	12
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads	12
Unveiling the dynamics that shape online impulse buying behavior	12

Online shopper response to non-equivalent mixed promotions with time constraints	11
Made-to-measure: defining the consumption values of 3D body scanning technology and its impact on consumer experience	11
Editorial: Demonstrating contributions through storytelling	11
Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation	11
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior	11
Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability	11
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief	10
Post-pandemic marketing: when the peripheral becomes the core	10
The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust	10
Understanding how customer interaction drives e-loyalty during returns handling in online retailing	10
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth	10
Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity	9
Strategies to drive interactivity and digital engagement: a practitioners' perspective	9
The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach	8
The impact of Covid-19 on customer journeys: implications for interactive marketing	8
Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations	8
The effects of augmented reality shopping experiences: immersion, presence and satisfaction	8
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love	8
Together or alone on the prosocial path amidst the COVID-19 pandemic: the partitioning effect in experiential consumption	8
The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits	7
The communication of sustainability on social media: the role of dialogical communication	7
When family is less indulging: effect of family motivation on self-control behavior	7
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations	7
Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing	7
The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios	7
Native advertising relevance effects and the moderating role of attitudes toward social networking sites	7
Guest editorial: Cutting-edge research in social media and interactive marketing	7
Examining CSR communication on social media during a victim crisis: a machine learning based text analytics approach	7
Is the interplay among O2O platform businesses always equal? Evidence of attribute weight changes in the hospitality sector	7
Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues	7
The influence of repeated two-syllable communication strategy on AI customer service interaction	6
Building human brands: the role of critical reviews	6
How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment	6
Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys	6
Owing to interactivity: a meta-analysis on consumer-brand responses in the digital context	6
Enhancing consumer online reviews: the role of moral identity	6
The effect of physicians’ value-added services on patients’ consulting intention in online health communities	6
Contactless service encounters among Millennials and Generation Z: the effects of Millennials and Gen Z characteristics on technology self-efficacy and preference for contactless service	6
Influencer-product attractiveness transference in interactive fashion marketing: the moderated moderating effect of speciesism against AI	6
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity	6
Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention	6
The influence of spokesperson choice and product newness on consumer purchase intention	6
Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness	6