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 2022-06-01 to 2026-06-01.)

Article	Citations
Persuasive and substantive: the impact of matching charity advertising appeal with numeric format on individual donation intentions	199
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	126
More than just a preview: how teaser videos shape consumer livestream watching through the mediating role of inspiration	108
Bullying an AI? Misbehavior toward an AI moral patient in interactive marketing	106
Determinants of relationship termination intentions and their evolution: a two time-lag approach	89
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	76
Standing out or fading away: the impact of luxury brand story types on brand equity	62
Recommendation agents (RAs) in interactive online retailing: an investigation on consumers’ shunning recommended products	61
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	53
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	49
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	48
Catwalks and sales: fashion shows in live streaming	44
The interplay between AI’s autonomy level and anthropomorphic relationship on consumers’ evaluations of AI products: the mediating role of self-AI integration	41
Editorial: The changing landscape of marketing research in the AI era: prospects and challenges	40
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	40
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	39
YouTube influencer marketing through parasocial interaction: a dyadic perspective	34
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	33
Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda	32
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	32
The impact of brand transparency of food delivery apps in interactive brand communication	30
Corrigendum: When information fits the experience: a dual-congruity perspective on real-world intentions toward virtual brand events	29
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	29
Harnessing artificial intelligence (AI) for interactive branding	27
Publisher’s Note	27

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
The impact of product evaluation on appreciative engagement in social free sampling: a persuasion knowledge model perspective	24
Revisiting privacy in interactive marketing: perspectives from Asian consumers	24
Untouchable them: the effect of chatbot gender on angry customers	24
Doing bad when facing AI: the influence of interactions with AI or human agents on unethical consumer behaviour	23
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users	22
A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser	22
What you see is what you get: assessing in-game advertising effectiveness	21
Negative online brand engagement: conceptualisation, scale development and validation	20
How relationship norms between consumers and micro-influencers shape endorsement effectiveness: the mediating role of persuasion knowledge	20
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	20
Virtual influencers and corporate reputation: from marketing game to empirical analysis	20
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	20
Tweeting for change: social media narratives for sustainable service	20
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	20
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	19
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	19
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	19
Keeping it fresh: what attributes of AI recommender systems do consumers value?	18
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	17
Perceived Sherub Marketing: conceptualization, scale development and validation	17
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	17
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	17
The impact of phygital interaction on social connection and consumer response: the role of robot role and representational consistency	17
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
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement	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
Webrooming and showrooming behaviors: the role of regulatory focus and sensory preferences in omnichannel consumer journeys	16
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
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	15
Too much of a good thing: nonlinear effect of streamers’ language arousal on viewer engagement in live streaming	15
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	14
AI-powered touch points in the customer journey: a systematic literature review and research agenda	14
The impact of review sentiment complexity on perceived helpfulness: an information overload perspective	14
Corrigendum: Message sidedness and green demarketing effectiveness: the moderation of product attribute dominance	14