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 2021-08-01 to 2025-08-01.)

Article	Citations
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	117
Determinants of relationship termination intentions and their evolution: a two time-lag approach	108
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	100
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	79
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	71
I am feeling so good! Motivations for interacting in online brand communities	70
YouTube influencer marketing through parasocial interaction: a dyadic perspective	67
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	67
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	66
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	62
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	60
How consumer opinions are affected by marketers: an empirical examination by deep learning approach	59
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	53
The impact of brand transparency of food delivery apps in interactive brand communication	48
Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application	46
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	38
Revisiting privacy in interactive marketing: perspectives from Asian consumers	37
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	37
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
Does the verified badge of social media matter? The perspective of trust transfer theory	34
Publisher’s Note	34
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	33
The virality of advertising content	33
Make the apps stand out: discoverability and perceived value are vital for adoption	31

Brand avatars: impact of social interaction on consumer–brand relationships	30
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation	29
Virtual influencers and corporate reputation: from marketing game to empirical analysis	27
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	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
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	24
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	23
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	23
Viewpoint – a big opportunity for interactive marketing post-COVID-19	23
Tweeting for change: social media narratives for sustainable service	22
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	22
Using personalization for cause-related marketing beyond compassion fade on social media	22
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	21
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	21
Negative online brand engagement: conceptualisation, scale development and validation	21
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	20
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	20
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	20
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	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
Is my design better? A co-creation perspective for online fashion design	20
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	20
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	20
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	20
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data	20
Digital modality richness drives vivid memory experience	18
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands	18
Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products	18
Augmented reality interactive technology and interfaces: a construal-level theory perspective	18
Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media	17
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	17
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	17
The effect of matching strategies and advertising performance: the roles of perceived goal progress and customer search behaviors	17
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective	16
The role of cuteness on consumer attachment to artificial intelligence agents	16
In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency	15
“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty	15
Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts	14
“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds	14
AI-powered touch points in the customer journey: a systematic literature review and research agenda	14
From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing	13
Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection	13
Unveiling the dynamics that shape online impulse buying behavior	12
Does disclosing commercial intention benefit brands? Mediating role of perceived manipulative intent and perceived authenticity in influencer hidden advertising	12
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads	12
When online advertising backfires: how imperative call-to-action messages trigger psychological reactance	12
How interaction experience enhances customer engagement in smart speaker devices? The moderation of gendered voice and product smartness	12
Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective	12

Made-to-measure: defining the consumption values of 3D body scanning technology and its impact on consumer experience	12
Editorial – What is an interactive marketing perspective and what are emerging research areas?	12
Exploring the impact of certainty language style in social media influencers-generated content on consumers’ purchase behavior	12
Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability	11
Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation	11
Post-pandemic marketing: when the peripheral becomes the core	10
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior	10
Understanding how customer interaction drives e-loyalty during returns handling in online retailing	10
Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity	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
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief	10
Editorial: Demonstrating contributions through storytelling	10
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth	9
Strategies to drive interactivity and digital engagement: a practitioners' perspective	9
Together or alone on the prosocial path amidst the COVID-19 pandemic: the partitioning effect in experiential consumption	9
The impact of Covid-19 on customer journeys: implications for interactive marketing	8
Guest editorial: Cutting-edge research in social media and interactive marketing	8
The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach	8
The effects of augmented reality shopping experiences: immersion, presence and satisfaction	8
The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits	8
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love	8
Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations	8
The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios	8
The communication of sustainability on social media: the role of dialogical communication	7
Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing	7
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations	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
How do consumers choose offline shops on online platforms? An investigation of interactive consumer decision processing in diagnosis-and-cure markets	7
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity	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
Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys	6
Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues	6
Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention	6
Enhancing consumer online reviews: the role of moral identity	6
The influence of spokesperson choice and product newness on consumer purchase intention	6
Influencer-product attractiveness transference in interactive fashion marketing: the moderated moderating effect of speciesism against AI	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
When family is less indulging: effect of family motivation on self-control behavior	6
The influence of repeated two-syllable communication strategy on AI customer service interaction	6
Owing to interactivity: a meta-analysis on consumer-brand responses in the digital context	6
Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness	6
Building human brands: the role of critical reviews	6
Native advertising relevance effects and the moderating role of attitudes toward social networking sites	6