Frontiers in Communication | Advertising and Marketing Communication

Original Research

Accepted on 26 Dec 2025

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 O. Bukenya
Rida Akzar
Nitty Hirawaty Kamarulzaman
Busige Nishantha
Ni Made Viantika
Rahim Darma

Frontiers in Communication

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

465 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

369 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

761 views

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

698 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

534 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

1,042 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

654 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

1,068 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

839 views

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

1,105 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

3,413 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

1,555 views

Original Research

Published on 30 Oct 2025

Go with the flow: testing the effects of emotional flow on attitudinal and behavioral changes

in Advertising and Marketing Communication

Chris R. Noland

Frontiers in Communication

doi 10.3389/fcomm.2025.1553581

878 views

Original Research

Published on 29 Oct 2025

From scroll to sale: how social media triggers and age shape digital consumer decisions through interaction

in Advertising and Marketing Communication

Reem Abdalla
Shabana Faizal
Nidhi Menon
Arshiya Mohammed

Frontiers in Communication

doi 10.3389/fcomm.2025.1664694

1,519 views
1 citation

Original Research

Published on 28 Oct 2025

Affordances of short video platforms and SME digital communication innovation: the mediating role of the innovation-decision process

in Advertising and Marketing Communication

Miftahul Rozaq
Indria Angga Dianita
Hanna Wisudawaty
Adrio Kusmareza Adim

Frontiers in Communication

doi 10.3389/fcomm.2025.1660358

3,097 views

Original Research

Published on 20 Oct 2025

Muketing: the fusion of Mutelu and marketing in e-commerce—trends in Thailand’s faith economy

in Advertising and Marketing Communication

Pongsakorn Limna
Yarnaphat Shaengchart
Tanpat Kraiwanit
Saranchana Asanprakit
Rattawut Nivornusit

Frontiers in Communication

doi 10.3389/fcomm.2025.1662524

1,541 views

Editorial

Published on 17 Oct 2025

Editorial: Artificial intelligence in the context of marketing communications

in Advertising and Marketing Communication

Nikola Vangelov
Catalin Vrabie
Diana Petkova
Lyubomir Lyubenov

Frontiers in Communication

doi 10.3389/fcomm.2025.1714230

1,570 views

Original Research

Published on 16 Oct 2025

Driving tourist revisit intentions to China’s heritage sites: an examination of government policies, perceived value, and technology, through the lens of satisfaction and experience

in Advertising and Marketing Communication

Tian Zhifu
Abdelhamid Jebbouri

Frontiers in Communication

doi 10.3389/fcomm.2025.1659776

1,627 views

Systematic Review

Published on 08 Oct 2025

Digital marketing strategies in expanding the market for MSME creative products in Indonesia—state of art

in Advertising and Marketing Communication

Ulfi Sartika Lubis
Novita Wulandari
Iwan Wahyudi
Andika Widiyanto
Edwin Agung Wibowo
Lukmanul Hakim
Bahalwan Apriyansyah
Neni Hardiati
Anggun Yulvira Swastika
Bunga Meyzia

Frontiers in Communication

doi 10.3389/fcomm.2025.1647391

8,733 views

Original Research

Published on 07 Oct 2025

Crafting branded entertainment: insights from short films awarded at Cannes Lions

in Advertising and Marketing Communication

María Rodríguez-Rabadán Benito
Pavel Sidorenko
Maria Abellán

Frontiers in Communication

doi 10.3389/fcomm.2025.1627473

1,702 views

Original Research

Published on 30 Sep 2025

Communicating sport, sustainability and social activism to generation Z: consumer perceptions

in Advertising and Marketing Communication

Daniel Opelík
Josef Voráček
Gabriela Bernardová
Radim Bačuvčík

Frontiers in Communication

doi 10.3389/fcomm.2025.1677490

4,041 views

Systematic Review

Published on 26 Sep 2025

Impact of social media influencer marketing on customer purchase intention in the fashion industry: a systematic literature review

in Advertising and Marketing Communication

Ajimon George
Milcah Shibu
Eric Thomas Joseph
Prajod Sunny

Frontiers in Communication

doi 10.3389/fcomm.2025.1676901

10,425 views
2 citations

Brief Research Report

Published on 24 Sep 2025

“I vouch for it with my name.” The influence of brand perception of family businesses on their credibility and the purchase intention of consumers

in Advertising and Marketing Communication

Holger Schramm
Anna Zinser

Frontiers in Communication

doi 10.3389/fcomm.2025.1607511

1,548 views

89 articles

articles

Exploring Drivers of Customer Loyalty in Themed Korean Cuisine: Insights from the Developing Korean Restaurant Industry in Makassar, Indonesia

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

Go with the flow: testing the effects of emotional flow on attitudinal and behavioral changes

From scroll to sale: how social media triggers and age shape digital consumer decisions through interaction

Affordances of short video platforms and SME digital communication innovation: the mediating role of the innovation-decision process

Muketing: the fusion of Mutelu and marketing in e-commerce—trends in Thailand’s faith economy

Editorial: Artificial intelligence in the context of marketing communications

Driving tourist revisit intentions to China’s heritage sites: an examination of government policies, perceived value, and technology, through the lens of satisfaction and experience

Digital marketing strategies in expanding the market for MSME creative products in Indonesia—state of art

Crafting branded entertainment: insights from short films awarded at Cannes Lions

Communicating sport, sustainability and social activism to generation Z: consumer perceptions

Impact of social media influencer marketing on customer purchase intention in the fashion industry: a systematic literature review

“I vouch for it with my name.” The influence of brand perception of family businesses on their credibility and the purchase intention of consumers