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 2022-05-01 to 2026-05-01.)

Article	Citations
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	195
More than just a preview: how teaser videos shape consumer livestream watching through the mediating role of inspiration	121
Bullying an AI? Misbehavior toward an AI moral patient in interactive marketing	108
Standing out or fading away: the impact of luxury brand story types on brand equity	104
Persuasive and substantive: the impact of matching charity advertising appeal with numeric format on individual donation intentions	103
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	83
Recommendation agents (RAs) in interactive online retailing: an investigation on consumers’ shunning recommended products	75
Determinants of relationship termination intentions and their evolution: a two time-lag approach	58
YouTube influencer marketing through parasocial interaction: a dyadic perspective	57
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	53
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	48
Editorial: The changing landscape of marketing research in the AI era: prospects and challenges	45
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	43
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	40
Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda	39
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	39
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	38
Corrigendum: When information fits the experience: a dual-congruity perspective on real-world intentions toward virtual brand events	37
The impact of brand transparency of food delivery apps in interactive brand communication	33
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	32
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	30
Publisher’s Note	29
Revisiting privacy in interactive marketing: perspectives from Asian consumers	28
Harnessing artificial intelligence (AI) for interactive branding	28
The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective	26

Does the verified badge of social media matter? The perspective of trust transfer theory	26
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	26
Doing bad when facing AI: the influence of interactions with AI or human agents on unethical consumer behaviour	25
Untouchable them: the effect of chatbot gender on angry customers	25
A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser	24
What you see is what you get: assessing in-game advertising effectiveness	23
Virtual influencers and corporate reputation: from marketing game to empirical analysis	23
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users	22
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	22
Tweeting for change: social media narratives for sustainable service	20
How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge	20
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	19
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	19
Perceived Sherub Marketing: conceptualization, scale development and validation	19
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	19
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	19
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	19
Negative online brand engagement: conceptualisation, scale development and validation	19
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	19
Keeping it fresh: what attributes of AI recommender systems do consumers value?	18
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	18
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	18
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	17
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	17
Too much of a good thing: nonlinear effect of streamers’ language arousal on viewer engagement in live streaming	17
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	17
The effect of matching strategies and advertising performance: the roles of perceived goal progress and customer search behaviors	16
The influence of green brand “wordsmithing” on consumers' positive emotions: a mixed analysis before and after public health emergencies	16
Digital modality richness drives vivid memory experience	16
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	16
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	16
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective	15
Corrigendum: Message sidedness and green demarketing effectiveness: the moderation of product attribute dominance	15
Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media	15
Laugh away the awkwardness: how chatbot humor can relieve embarrassment in sensitive retail interactions	15
AI-powered touch points in the customer journey: a systematic literature review and research agenda	14
The role of cuteness on consumer attachment to artificial intelligence agents	14
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	14
When virtual anchors eclipse the product: how form realism draws attention away but increases purchase intention in live-streaming commerce	13
Designing cute AI streamers: a multi-modal approach to shape AI-powered streamer effectiveness in livestreaming commerce	13
From channels to conversations: leveraging integrated customer data for interactive marketing in fashion retail	13
“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty	13
Make them curious, make them play: improving customer response to cart recovery emails	13
Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection	12
“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds	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	11
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads	11
Does disclosing commercial intention benefit brands? Mediating role of perceived manipulative intent and perceived authenticity in influencer hidden advertising	11
Editorial – What is an interactive marketing perspective and what are emerging research areas?	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
Unveiling the dynamics that shape online impulse buying behavior	10
Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation	10
Augmented influence: how AR-enabled social proof and anticipated pride drive sustainable fashion consumption	10
How do sequential message stimuli shape consumer confidence? A longitudinal perspective	10
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
Real-time interaction unpacked: how live-streaming drives impulsive buying through presence and transcendent customer experience	10
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth	9
Online shopper response to non-equivalent mixed promotions with time constraints	9
Balancing privacy and prestige: exploring trust and technological adoption in the digital era	9
Understanding how customer interaction drives e-loyalty during returns handling in online retailing	9
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior	9
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief	9
Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability	9
Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations	8
Editorial: Demonstrating contributions through storytelling	8
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love	8
Examining the effect of AI advertising involvement disclosure on advertising value and purchase intentions	8
The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits	8
Strategies to drive interactivity and digital engagement: a practitioners' perspective	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
Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing	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
Effects of video ad features on audience engagement: evidence from a large-scale video platform	7
The influence of repeated two-syllable communication strategy on AI customer service interaction	7
Guest editorial: Cutting-edge research in social media and interactive marketing	7
Unveiling a channel determinant of new product adoption: how perceived social presence mediates the effectiveness of social commerce over traditional e-commerce	7
When family is less indulging: effect of family motivation on self-control behavior	7
Polite or direct? How task type and user AI literacy shape appropriate communication strategies for AI collaborators	7
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations	7
Is the interplay among O2O platform businesses always equal? Evidence of attribute weight changes in the hospitality sector	7
The communication of sustainability on social media: the role of dialogical communication	7
Examining CSR communication on social media during a victim crisis: a machine learning based text analytics approach	7
Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention	7
Understanding virtual customer experience: a systematic analysis of immersive technology applications	6
The influence of spokesperson choice and product newness on consumer purchase intention	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
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity	6
Influencer-product attractiveness transference in interactive fashion marketing: the moderated moderating effect of speciesism against AI	6
Owing to interactivity: a meta-analysis on consumer-brand responses in the digital context	6
Building human brands: the role of critical reviews	6
The effect of physicians’ value-added services on patients’ consulting intention in online health communities	6
The role of immersion and digital personas in building customer loyalty in metaverse retailing	6
Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness	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