| Reconsidering Baron and Kenny: Myths and truths about mediation analysis X Zhao, JG Lynch, Q Chen Journal of Consumer Research 37 (2), 197-206, 2010 | 14100 | 2010 |
| Political knowledge and the campaign media of 1992 SH Chaffee, X Zhao, G Leshner Communication Research 21 (3), 305-324, 1994 | 437 | 1994 |
| Campaign advertisements versus television news as sources of political issue information X Zhao, SH Chaffee Public Opinion Quarterly 59 (1), 41-65, 1995 | 292 | 1995 |
| Humour effect on memory and attitude: moderating role of product involvement H Chung, X Zhao International Journal of Advertising 22 (1), 117-144, 2003 | 260 | 2003 |
| Effects of perceived interactivity on web site preference and memory: Role of personal motivation H Chung, X Zhao Journal of Computer-Mediated Communication 10 (1), JCMC1017, 2004 | 217 | 2004 |
| Assumptions behind intercoder reliability indices X Zhao, SJ Liu, K Deng Annals of the International Communication Association 36 (1), 419-480, 2013 | 194 | 2013 |
| Clutter and serial order redefined and retested X Zhao Journal of Advertising Research 37 (5), 57-73, 1997 | 163 | 1997 |
| Television use and snacking behaviors among children and adolescents in China SA Parvanta, JD Brown, S Du, CR Zimmer, X Zhao, F Zhai Journal of Adolescent Health 46 (4), 339-345, 2010 | 96 | 2010 |
| Measurement effects in comparing voter learning from television news and campaign advertisements X Zhao, GL Bleske Journalism & Mass Communication Quarterly 72 (1), 72-83, 1995 | 79 | 1995 |
| Commercial liking and memory: moderating effects of product categories S Youn, T Sun, WD Wells, X Zhao Journal of advertising research 41 (3), 7-13, 2001 | 75 | 2001 |
| Informed Democracy vs. Involuntary Mediacracy X Zhao The Power of the Media, 2002 | 74* | 2002 |
| Audience reaction to commercial advertising in China in the 1980s X Zhao, F Shen International Journal of Advertising 14 (4), 374-390, 1995 | 74 | 1995 |
| Reconsidérer Baron et Kenny: mythes et vérités à propos de l'analyse de médiation X Zhao, JG Lynch Jr, Q Chen Recherche et Applications en Marketing (French Edition) 26 (1), 81-95, 2011 | 57 | 2011 |
| Television viewing behavior as an indicator of commercial effectiveness E Thorson, X Zhao Measuring advertising effectiveness, 221-237, 1997 | 56* | 1997 |
| Competing for consumer memory in television advertising: an empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts Y Jeong, Y Kim, X Zhao International Journal of Advertising 30 (4), 617-640, 2011 | 55 | 2011 |
| Modeling Format and Source Effects of an Advocacy Message. D Straughan, G Bleske, X Zhao Journalism and Mass Communication Quarterly 73 (1), 135-46, 1996 | 53 | 1996 |
| Horse-race polls and audience issue learning X Zhao, GL Bleske The Harvard International Journal of Press/Politics 3 (4), 13-34, 1998 | 50 | 1998 |
| COVID-19 information exposure and vaccine hesitancy: The influence of trust in government and vaccine confidence PL Liu, X Zhao, B Wan Psychology, Health & Medicine 28 (1), 27-36, 2023 | 49 | 2023 |
| The human alarm system for sensational news, online news headlines, and associated generic digital footprints: A uses and gratifications approach YL Ng, X Zhao Communication Research 47 (2), 251-275, 2020 | 48 | 2020 |
| Interrater reliability estimators tested against true interrater reliabilities X Zhao, GC Feng, SH Ao, PL Liu BMC medical research methodology 22 (1), 232, 2022 | 41 | 2022 |
