OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Research in Interactive Marketing is 18. 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 2021-08-01 to 2025-08-01.)

Article	Citations
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	117
Determinants of relationship termination intentions and their evolution: a two time-lag approach	108
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	100
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	79
Emotional anthropomorphism of notifications and app engagement: does the usage frequency matter?	71
I am feeling so good! Motivations for interacting in online brand communities	70
YouTube influencer marketing through parasocial interaction: a dyadic perspective	67
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	67
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	66
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	62
Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing	60
How consumer opinions are affected by marketers: an empirical examination by deep learning approach	59
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity	53
The impact of brand transparency of food delivery apps in interactive brand communication	48
Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application	46
Recommender systems impact on Platform’s content and outcomes: the role of providers and algorithm designs	38
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience	37
Revisiting privacy in interactive marketing: perspectives from Asian consumers	37
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
Publisher’s Note	34
Does the verified badge of social media matter? The perspective of trust transfer theory	34
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective	33
The virality of advertising content	33
Make the apps stand out: discoverability and perceived value are vital for adoption	31

Brand avatars: impact of social interaction on consumer–brand relationships	30
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation	29
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing	27
What you see is what you get: assessing in-game advertising effectiveness	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
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses	24
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory	23
Viewpoint – a big opportunity for interactive marketing post-COVID-19	23
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues	23
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities	22
Using personalization for cause-related marketing beyond compassion fade on social media	22
Tweeting for change: social media narratives for sustainable service	22
Like, comment, and subscribe: investigating the effectiveness of digital engagement prompts	21
Negative online brand engagement: conceptualisation, scale development and validation	21
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness	21
“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
Is my design better? A co-creation perspective for online fashion design	20
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	20
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	20
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	20
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data	20
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	20
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	20
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	20
The influence and configuration effect of content characteristics on customer input in the context of short video platforms	20
Augmented reality interactive technology and interfaces: a construal-level theory perspective	18
Digital modality richness drives vivid memory experience	18
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands	18
Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products	18