OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Research in Interactive Marketing is 5. 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 2022-01-01 to 2026-01-01.)

Article	Citations
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	159
More than just a preview: how teaser videos shape consumer livestream watching through the mediating role of inspiration	131
Standing out or fading away: the impact of luxury brand story types on brand equity	100
Determinants of relationship termination intentions and their evolution: a two time-lag approach	91
Persuasive and substantive: the impact of matching charity advertising appeal with numeric format on individual donation intentions	87
Recommendation agents (RAs) in interactive online retailing: an investigation on consumers’ shunning recommended products	85
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	82
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	82
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	81
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	74
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	64
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	56
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	50
Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda	46
YouTube influencer marketing through parasocial interaction: a dyadic perspective	46
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	42
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	41
The impact of brand transparency of food delivery apps in interactive brand communication	37
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	36
The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective	34
Publisher’s Note	33
Untouchable them: the effect of chatbot gender on angry customers	32
Does the verified badge of social media matter? The perspective of trust transfer theory	31
Revisiting privacy in interactive marketing: perspectives from Asian consumers	31
The virality of advertising content	27

How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	27
A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser	27
Doing bad when facing AI: the influence of interactions with AI or human agents on unethical consumer behaviour	26
What you see is what you get: assessing in-game advertising effectiveness	26
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	26
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users	24
Virtual influencers and corporate reputation: from marketing game to empirical analysis	23
Negative online brand engagement: conceptualisation, scale development and validation	23
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	23
Using personalization for cause-related marketing beyond compassion fade on social media	22
Tweeting for change: social media narratives for sustainable service	22
How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge	21
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	20
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	20
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	19
Keeping it fresh: what attributes of AI recommender systems do consumers value?	19
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	18
Perceived Sherub Marketing: conceptualization, scale development and validation	18
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	18
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	18
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	17
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	17
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	17
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	16
Digital modality richness drives vivid memory experience	16
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	15
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	15
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	15
The effect of matching strategies and advertising performance: the roles of perceived goal progress and customer search behaviors	14
When virtual anchors eclipse the product: how form realism draws attention away but increases purchase intention in live-streaming commerce	14
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective	14
Too much of a good thing: nonlinear effect of streamers’ language arousal on viewer engagement in live streaming	14
The role of cuteness on consumer attachment to artificial intelligence agents	14
Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media	14
The influence of green brand “wordsmithing” on consumers' positive emotions: a mixed analysis before and after public health emergencies	14
“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty	14
AI-powered touch points in the customer journey: a systematic literature review and research agenda	13
Designing cute AI streamers: a multi-modal approach to shape AI-powered streamer effectiveness in livestreaming commerce	13
Laugh away the awkwardness: how chatbot humor can relieve embarrassment in sensitive retail interactions	13
“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds	13
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	13
Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection	12
From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing	12
Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts	12
When online advertising backfires: how imperative call-to-action messages trigger psychological reactance	12
Make them curious, make them play: improving customer response to cart recovery emails	12
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads	11
Exploring the impact of certainty language style in social media influencers-generated content on consumers’ purchase behavior	11
Seeing less, sharing more: how face disclosure and selective blur impact engagement with cause-related marketing on Instagram	11
Made-to-measure: defining the consumption values of 3D body scanning technology and its impact on consumer experience	10

Unlocking the secrets of user engagement: the role of multimodal information and sentiment signals in AI agent design	10
Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective	10
How do sequential message stimuli shape consumer confidence? A longitudinal perspective	10
Editorial – What is an interactive marketing perspective and what are emerging research areas?	10
Unveiling the dynamics that shape online impulse buying behavior	10
Does disclosing commercial intention benefit brands? Mediating role of perceived manipulative intent and perceived authenticity in influencer hidden advertising	10
Real-time interaction unpacked: how live-streaming drives impulsive buying through presence and transcendent customer experience	9
Editorial: Demonstrating contributions through storytelling	9
Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation	9
Online shopper response to non-equivalent mixed promotions with time constraints	9
Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability	9
Understanding how customer interaction drives e-loyalty during returns handling in online retailing	9
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief	9
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 antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach	8
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior	8
Examining the effect of AI advertising involvement disclosure on advertising value and purchase intentions	8
The effects of augmented reality shopping experiences: immersion, presence and satisfaction	8
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth	8
Strategies to drive interactivity and digital engagement: a practitioners' perspective	8
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations	7
The communication of sustainability on social media: the role of dialogical communication	7
The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits	7
Is the interplay among O2O platform businesses always equal? Evidence of attribute weight changes in the hospitality sector	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
The impact of shifting decision focus in personalized recommendations	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
Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing	6
When family is less indulging: effect of family motivation on self-control behavior	6
Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention	6
Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues	6
Native advertising relevance effects and the moderating role of attitudes toward social networking sites	6
Effects of video ad features on audience engagement: evidence from a large-scale video platform	6
Enhancing consumer online reviews: the role of moral identity	6
Understanding virtual customer experience: a systematic analysis of immersive technology applications	6
The influence of repeated two-syllable communication strategy on AI customer service interaction	6
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity	6
Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys	5
Owing to interactivity: a meta-analysis on consumer-brand responses in the digital context	5
The influence of spokesperson choice and product newness on consumer purchase intention	5
Influencer-product attractiveness transference in interactive fashion marketing: the moderated moderating effect of speciesism against AI	5
How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment	5
Building human brands: the role of critical reviews	5
The effect of physicians’ value-added services on patients’ consulting intention in online health communities	5
Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness	5