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 2021-11-01 to 2025-11-01.)

Article	Citations
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	143
Determinants of relationship termination intentions and their evolution: a two time-lag approach	120
More than just a preview: how teaser videos shape consumer livestream watching through the mediating role of inspiration	94
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	83
Standing out or fading away: the impact of luxury brand story types on brand equity	82
Recommendation agents (RAs) in interactive online retailing: an investigation on consumers’ shunning recommended products	80
Persuasive and substantive: the impact of matching charity advertising appeal with numeric format on individual donation intentions	79
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	76
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	71
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	71
YouTube influencer marketing through parasocial interaction: a dyadic perspective	70
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	57
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	50
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	44
I am feeling so good! Motivations for interacting in online brand communities	42
How consumer opinions are affected by marketers: an empirical examination by deep learning approach	42
Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda	40
The impact of brand transparency of food delivery apps in interactive brand communication	39
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	39
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	37
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	34
The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective	34
Publisher’s Note	32
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	32
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation	31

The virality of advertising content	30
Does the verified badge of social media matter? The perspective of trust transfer theory	29
Untouchable them: the effect of chatbot gender on angry customers	27
Revisiting privacy in interactive marketing: perspectives from Asian consumers	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
What you see is what you get: assessing in-game advertising effectiveness	25
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users	25
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	25
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	24
Using personalization for cause-related marketing beyond compassion fade on social media	24
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	24
Tweeting for change: social media narratives for sustainable service	23
How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge	23
Negative online brand engagement: conceptualisation, scale development and validation	23
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	22
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	22
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	22
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	20
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	20
Perceived Sherub Marketing: conceptualization, scale development and validation	20
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	19
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	19
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	19
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data	18
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	18
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	17
Digital modality richness drives vivid memory experience	17
Augmented reality interactive technology and interfaces: a construal-level theory perspective	16
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	16
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	16
When virtual anchors eclipse the product: how form realism draws attention away but increases purchase intention in live-streaming commerce	15
The effect of matching strategies and advertising performance: the roles of perceived goal progress and customer search behaviors	15
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective	15
Laugh away the awkwardness: how chatbot humor can relieve embarrassment in sensitive retail interactions	14
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	14
Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media	14
“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty	14
The role of cuteness on consumer attachment to artificial intelligence agents	14
In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency	14