OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Research in Interactive Marketing is 19. 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 2021-04-01 to 2025-04-01.)

Article	Citations
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness	351
Effects of online managerial responses on observing customers: the impact of failure severity and complainant communication ability	160
Guest editorial	143
Made-to-measure: defining the consumption values of 3D body scanning technology and its impact on consumer experience	97
Just enough unless my community needs more! The necessity shopper scale and the mediating effect of connectedness on buying more	88
Consumer perceptions of AI chatbots on Twitter (X) and Reddit: an analysis of social media sentiment and interactive marketing strategies	83
CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming	83
The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness	78
Determinants of relationship termination intentions and their evolution: a two time-lag approach	74
The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being	73
Guest editorial: Brand-consumer relationship management via interactive marketing opportunities	73
Decoding digital engagement: a comparative analysis of English and Turkish brand post popularity dynamics on platform X	64
Online controversial events: leveraging consumer engagement with users’ positive buzz	60
Integrating or tailoring? Optimizing touchpoints for enhanced omnichannel customer experience	57
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?	54
Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation	51
The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction	51
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type	50
The role of gender-identity congruity in cross-gender endorsement in the context of live streaming	47
Digital consumer engagement: examining the impact of native advertising exposure in a social network	44
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China	44
Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement	43
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data	41
Social media influencers as human brands: an interactive marketing perspective	40
Consumer bias against evaluations received by artificial intelligence: the mediation effect of lack of transparency anxiety	36

How perceived interactivity affects consumers' shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement	36
How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue	35
Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator	34
Is my design better? A co-creation perspective for online fashion design	33
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions	33
How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence	33
How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media	31
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory	31
The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency	31
“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers	31
Optimizing positive goal framing in advertising: differential consumer responses to new product categories	30
Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization	30
Are animated in-app banner ads intrusive? Examining the interplay of structural and semantic ad factors	30
Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement	28
Gratitude expression in the sharing economy: a perspective of interactive marketing communication between peer service providers and consumers	28
Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence	27
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection	25
The impact of brand connectedness on consumer engagement behavior in the social media brand community	24
The impact of customer value co-creation in online medical consultation on customer service well-being	24
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing	23
From screen to cart: how influencers drive impulsive buying in livestreaming commerce?	22
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms	22
It’s the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships	22
Let virtual creatures stay virtual: tactics to increase trust in virtual influencers	21
Guest editorial: Artificial intelligence application and future research directions in interactive marketing	21
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior	21
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands	21
Understanding how customer interaction drives e-loyalty during returns handling in online retailing	21
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies	20
Ride-sharing platforms: the effects of online social interactions on loyalty, mediated by perceived benefits	20
Explaining the gift-giving intentions of live-streaming audiences through social presence: the perspective of interactive marketing	20
Revealing consumers’ hedonic buying in social media: the roles of social status recognition, perceived value, immersive engagement and gamified incentives	20
Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections	20
Perceived authenticity of social media influencers: scale development and validation	19
How consumer opinions are affected by marketers: an empirical examination by deep learning approach	19
Editorial: Demonstrating contributions through storytelling	19
Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective	19