Frontiers in Communication | Advertising and Marketing Communication

Original Research

Published on 13 Feb 2026

When consumers click away: understanding the dynamics of social media boycotts—lessons from Orange Egypt

in Advertising and Marketing Communication

Mona Shehata

Frontiers in Communication

doi 10.3389/fcomm.2026.1732806

570 views

Original Research

Published on 13 Feb 2026

Establishing customers’ value co-creation of using metaverse commerce: applying Servicescape models

in Advertising and Marketing Communication

Hasan Alhanatleh
Ameen Al-Htibat
Abdallah Ali Mohammad Alrifae
Sakher (M.A.) Alnajdawi

Frontiers in Communication

doi 10.3389/fcomm.2026.1726110

533 views

Original Research

Accepted on 09 Feb 2026

Mitigating Return Behaviour Through Policy Innovation: The Mediating Influence of Augmented Reality in Online Retailing

in Advertising and Marketing Communication

DEEPA M
Venkatesan D

Frontiers in Communication

255 views

Original Research

Accepted on 09 Feb 2026

Does Social Media Engagement Really Build Brand Loyalty? Evidence of Short-Term Null Effects in Emerging Markets

in Advertising and Marketing Communication

Shasha Tian

Frontiers in Communication

Conceptual Analysis

Accepted on 06 Feb 2026

The three worlds of strategic communication The dimensions of performance, legitimacy, and emotional appeal – and their potential for strategic communication research

in Advertising and Marketing Communication

Olaf Hoffjann

Frontiers in Communication

108 views

Original Research

Published on 05 Feb 2026

Parasocial relationship as a social-cognitive pathway in influencer marketing: evidence from Indonesian beauty followers

in Advertising and Marketing Communication

Andi Hidayat Muhmin
Tantri Yanuar Rahmat Syah
Adilla Anggraeni

Frontiers in Communication

doi 10.3389/fcomm.2026.1723759

612 views

Editorial

Accepted on 04 Feb 2026

Including the Audience in Integrated Marketing Communication and Branding: Social Media, Gaming, and Beyond. Editorial: Brand Influencer Co-Creation Cycle

in Advertising and Marketing Communication

Emory Daniel
Elizabeth Crisp Crawford
Shu-Yueh Lee

Frontiers in Communication

167 views

Original Research

Accepted on 30 Jan 2026

Cross-National Evidence on Influencer-Driven Green Choice: A Moderated-Mediation model of Authenticity, Parasocial Ties, and Greenwashing Exposure

in Advertising and Marketing Communication

Stefanos Balaskas
Ioanna Yfantidou

Frontiers in Communication

186 views

Original Research

Accepted on 30 Jan 2026

How can one integrate the story of a narrator into a short travel video? Analyzing creative reasoning through the lens of narrative transmission theory

in Advertising and Marketing Communication

Jing Meng
Hailong Zhang
Huaming Zhu

Frontiers in Communication

133 views

Original Research

Published on 20 Jan 2026

Marketing proactiveness strategies and service quality synergy: a pathway to marketing excellence in private banks in Iraq

in Advertising and Marketing Communication

Shirin Rashid
Kawar Mohammed Mousa
Dildar Haydar Ahmed
Khairi Ali Auso Ali

Frontiers in Communication

doi 10.3389/fcomm.2025.1719507

591 views

Original Research

Published on 20 Jan 2026

Exploring drivers of customer loyalty in themed Korean cuisine: insights from the developing Korean restaurant industry in Makassar, Indonesia

in Advertising and Marketing Communication

Nurhayatul Fadzila
Abdul Razak Munir
James O. Bukenya
Rida Akzar
Nitty Hirawaty Kamarulzaman
Busige Nishantha
Rahim Darma

Frontiers in Communication

doi 10.3389/fcomm.2025.1740448

547 views

Original Research

Accepted on 19 Jan 2026

Brandscapes Reimagend: Semiotic Structures in Branded Virtual Environments

in Advertising and Marketing Communication

Sylvia Albert-Vogl

Frontiers in Communication

123 views

Original Research

Published on 19 Dec 2025

Consumed by influence: the role of social media in shaping maternal identity and product choices during complementary feeding

in Advertising and Marketing Communication

Pelin Ozturk
Cigdem Kaya

Frontiers in Communication

doi 10.3389/fcomm.2025.1730534

1,577 views

Original Research

Published on 18 Dec 2025

Examining the empowering effect of femvertising from the corporate social responsibility perspective: a survey-based online experimental study in China

in Advertising and Marketing Communication

Ran Feng

Frontiers in Communication

doi 10.3389/fcomm.2025.1714685

819 views

Original Research

Published on 17 Dec 2025

Digital tourism communication: effects of influencer credibility, content quality, and e-WoM on emotions, FoMO, self-identification, and visit intentions of Gen Z travelers

in Advertising and Marketing Communication

Themotia Titi Widaningsih
Algooth Putranto

Frontiers in Communication

doi 10.3389/fcomm.2025.1717937

2,865 views
1 citation

Original Research

Published on 16 Dec 2025

What drives her hustle? Unravelling women entrepreneurs’ satisfaction on Facebook consortia

in Advertising and Marketing Communication

Tanima Chakraborty Dey
Daisy Gohain
Tiny Tanushree Gohain

Frontiers in Communication

doi 10.3389/fcomm.2025.1685336

1,075 views

Original Research

Published on 05 Dec 2025

Search engine optimization as a strategy and its effectiveness in positioning retail brands in Peru

in Advertising and Marketing Communication

José Linares-Cazola
Nathalí Pantigoso-Leython

Frontiers in Communication

doi 10.3389/fcomm.2025.1718005

990 views

Original Research

Published on 04 Dec 2025

Communicating green in Mekong Delta agritourism: greenwashing or green fantasy?

in Advertising and Marketing Communication

Mi Hoang
Tan Le Minh
My Tran Le Hoang
Ngan Nguyen Khanh

Frontiers in Communication

doi 10.3389/fcomm.2025.1671082

1,637 views

Original Research

Published on 28 Nov 2025

Algorithmic esthetics meets human intuition: the synergy of innovation and relevance shapes sustained attention

in Advertising and Marketing Communication

Wen Guan
Shuai Ling
Li Zheng
Can Zheng

Frontiers in Communication

doi 10.3389/fcomm.2025.1667077

1,032 views

Original Research

Published on 26 Nov 2025

How new media marketing activities affect customer loyalty in Islamic Jordanian banks

in Advertising and Marketing Communication

Zuhair Yassin Tahat
Amjad Bader Al-Kadi
Hamza Saad
Ali Al Hadeed
Mohammed Habes
Mokhtar Elareshi
Farhan Al Olaimat

Frontiers in Communication

doi 10.3389/fcomm.2025.1681417

1,553 views

Original Research

Published on 24 Nov 2025

How the need for cognition influences film viewing intentions through narrative transportation: the moderating role of emotional contagion in short-video marketing

in Advertising and Marketing Communication

Lei Liu
Wengen Deng

Frontiers in Communication

doi 10.3389/fcomm.2025.1694887

1,724 views
1 citation

Original Research

Published on 17 Nov 2025

The influence of new farmer live streamer characteristics on purchase intention: the roles of parasocial interaction and regional cultural differences

in Advertising and Marketing Communication

Guo Cheng
Tiantian Bao
Wenjie Li
Zirong Li
Zhenmin Li
Xu Zu

Frontiers in Communication

doi 10.3389/fcomm.2025.1657443

1,685 views

Original Research

Published on 13 Nov 2025

The psychological mechanisms through which digital content marketing by online influencers affects customer loyalty: evidence from multiple countries

in Advertising and Marketing Communication

Qin Zhang
Firdaus Abdullah

Frontiers in Communication

doi 10.3389/fcomm.2025.1702657

6,238 views

Original Research

Published on 05 Nov 2025

Reflections on brand image: the influence of donor ideal and perceived charity brand congruence on charitable giving

in Advertising and Marketing Communication

Elizabeth Crisp Crawford
Jeremy Jay Jackson

Frontiers in Communication

doi 10.3389/fcomm.2025.1682863

2,416 views

100 articles

articles

When consumers click away: understanding the dynamics of social media boycotts—lessons from Orange Egypt

Establishing customers’ value co-creation of using metaverse commerce: applying Servicescape models

Mitigating Return Behaviour Through Policy Innovation: The Mediating Influence of Augmented Reality in Online Retailing

Does Social Media Engagement Really Build Brand Loyalty? Evidence of Short-Term Null Effects in Emerging Markets

The three worlds of strategic communication The dimensions of performance, legitimacy, and emotional appeal – and their potential for strategic communication research

Parasocial relationship as a social-cognitive pathway in influencer marketing: evidence from Indonesian beauty followers

Including the Audience in Integrated Marketing Communication and Branding: Social Media, Gaming, and Beyond. Editorial: Brand Influencer Co-Creation Cycle

Cross-National Evidence on Influencer-Driven Green Choice: A Moderated-Mediation model of Authenticity, Parasocial Ties, and Greenwashing Exposure

How can one integrate the story of a narrator into a short travel video? Analyzing creative reasoning through the lens of narrative transmission theory

Marketing proactiveness strategies and service quality synergy: a pathway to marketing excellence in private banks in Iraq

Exploring drivers of customer loyalty in themed Korean cuisine: insights from the developing Korean restaurant industry in Makassar, Indonesia

Brandscapes Reimagend: Semiotic Structures in Branded Virtual Environments

Consumed by influence: the role of social media in shaping maternal identity and product choices during complementary feeding

Examining the empowering effect of femvertising from the corporate social responsibility perspective: a survey-based online experimental study in China

Digital tourism communication: effects of influencer credibility, content quality, and e-WoM on emotions, FoMO, self-identification, and visit intentions of Gen Z travelers

What drives her hustle? Unravelling women entrepreneurs’ satisfaction on Facebook consortia

Search engine optimization as a strategy and its effectiveness in positioning retail brands in Peru

Communicating green in Mekong Delta agritourism: greenwashing or green fantasy?

Algorithmic esthetics meets human intuition: the synergy of innovation and relevance shapes sustained attention

How new media marketing activities affect customer loyalty in Islamic Jordanian banks

How the need for cognition influences film viewing intentions through narrative transportation: the moderating role of emotional contagion in short-video marketing

The influence of new farmer live streamer characteristics on purchase intention: the roles of parasocial interaction and regional cultural differences

The psychological mechanisms through which digital content marketing by online influencers affects customer loyalty: evidence from multiple countries

Reflections on brand image: the influence of donor ideal and perceived charity brand congruence on charitable giving