OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Research in Interactive Marketing is 17. 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
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	72
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	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
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 brand transparency of food delivery apps in interactive brand communication	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
What you see is what you get: assessing in-game advertising effectiveness	27
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
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
Using personalization for cause-related marketing beyond compassion fade on social media	24
Negative online brand engagement: conceptualisation, scale development and validation	24
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	23
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	23
Tweeting for change: social media narratives for sustainable service	23
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	22
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
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	21
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	21
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
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
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	20
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
Digital modality richness drives vivid memory experience	18
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
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