OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Research in Interactive Marketing is 14. 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
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	39
Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda	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
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	26

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
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
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
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
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	16
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
Laugh away the awkwardness: how chatbot humor can relieve embarrassment in sensitive retail interactions	15
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
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