Frontiers in Communication | Advertising and Marketing Communication

Original Research

Published on 11 Sep 2025

Investigating the effect of translated international logos on brand awareness and corporate image within the Arabian Gulf regions

in Advertising and Marketing Communication

Khaled M. Mohamed
Manar Daher
Salah Gad
Bilal Zakarneh

Frontiers in Communication

doi 10.3389/fcomm.2025.1571993

2,612 views

Original Research

Published on 10 Sep 2025

Identifying and controlling key factors in exhibition effect: a hybrid method combining Best-Worst Method and regression models

in Advertising and Marketing Communication

Dongshi Sun
Mingyue Xue
Yadan Zhao

Frontiers in Communication

doi 10.3389/fcomm.2025.1670964

1,380 views

Original Research

Published on 22 Aug 2025

The impact of brand identification, brand image, and brand love on brand loyalty: the mediating role of customer value co-creation in hotel customer experience

in Advertising and Marketing Communication

Ming-Hsuan Wu

Frontiers in Communication

doi 10.3389/fcomm.2025.1626744

3,362 views
4 citations

Original Research

Published on 15 Aug 2025

Questvertising as a new format of interactive advertising

in Advertising and Marketing Communication

Dariusz Dolinski
Tomasz Grzyb

Frontiers in Communication

doi 10.3389/fcomm.2025.1641657

1,856 views

Original Research

Published on 14 Aug 2025

The impact of perceived interactivity on purchase intention in interactive video: a CAB-based chain mediation model of empathy, immersion, and arousal

in Advertising and Marketing Communication

Yichen Li
Meijui Sun

Frontiers in Communication

doi 10.3389/fcomm.2025.1615509

3,138 views
1 citation

Original Research

Published on 13 Aug 2025

Understanding viewer support in video game streaming: key insights into donation drivers

in Advertising and Marketing Communication

Jorge Serrano-Malebrán
Franco Campos-Núñez
Diana Veneros-Alquinta
Neil Meza-Espinoza
Ignacio Alfaro-Tirado
Juan Cucho-Solano

Frontiers in Communication

doi 10.3389/fcomm.2025.1648927

2,042 views

Original Research

Published on 05 Aug 2025

How gamification affects switching behaviors in the mobile-commerce platform: the role of customer engagement and switching cost

in Advertising and Marketing Communication

Eko Yuliawan
Lim Sanny
Hardijanto Saroso
Sevenpri Candra

Frontiers in Communication

doi 10.3389/fcomm.2025.1608764

4,474 views
1 citation

Original Research

Published on 05 Aug 2025

Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition

in Advertising and Marketing Communication

Chengmin Wang
Baohua Chen
Shoufeng Hu
Jiahui Li

Frontiers in Communication

doi 10.3389/fcomm.2025.1547639

7,752 views

Original Research

Published on 01 Aug 2025

Design and validation of the brand personality scale in food industries

in Advertising and Marketing Communication

Joel Cruz-Tarrillo
Jazmin Inaguazo
Clara Rodriguez-Rosales
José Tarrillo-Paredes
Jose E. Paz-Vilchez

Frontiers in Communication

doi 10.3389/fcomm.2025.1600664

2,300 views

Original Research

Published on 31 Jul 2025

From search engines to social influence: a stimulus–organism–response model of travel influencers on TikTok

in Advertising and Marketing Communication

Jorge Serrano-Malebrán
Franco Campos-Núñez
Cristian Vidal-Silva
Diana Veneros-Alquinta
Francisca Zuñiga-Contreras
Daniela Ahumada-Gutierrez

Frontiers in Communication

doi 10.3389/fcomm.2025.1649647

4,974 views
4 citations

Original Research

Published on 18 Jul 2025

Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector

in Advertising and Marketing Communication

Mehmet Yalçınkaya
İbrahim Çataldaş

Frontiers in Communication

doi 10.3389/fcomm.2025.1603554

3,648 views

Original Research

Published on 17 Jul 2025

Optimizing film and television advertising placement strategies in the digital media ecosystem: a study based on a three-party stochastic evolutionary game

in Advertising and Marketing Communication

Lu Zhang

Frontiers in Communication

doi 10.3389/fcomm.2025.1573307

1,504 views

Original Research

Published on 11 Jul 2025

Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising

in Advertising and Marketing Communication

Rupa Peter
Veni Roshith
Sheethal Lawrence
Arthi Efcibha Mona
Kodhai B. Narayanan
Fathima Yusaira

Frontiers in Communication

doi 10.3389/fcomm.2025.1554551

15,308 views
1 citation

Original Research

Published on 09 Jul 2025

How social media involvement affect consumer purchase intention on online social networking sites: examining the mediating role of self-disclosure

in Advertising and Marketing Communication

Li Wan
Yuxi Lan
Jie Jian
Kehong Liu

Frontiers in Communication

doi 10.3389/fcomm.2025.1604727

3,735 views
2 citations

Original Research

Published on 02 Jul 2025

The digital de-influencing wave: redefining trust in online communities

in Advertising and Marketing Communication

Tayyiba Khalil
Chaudhry Kashif Mahmood
Harcharanjit Singh
Faisal Aftab
Hina Khan
Imran Manzoor
Kashif Ahmed Abdulhayee

Frontiers in Communication

doi 10.3389/fcomm.2025.1600657

4,279 views

Original Research

Published on 30 Jun 2025

Generational perspectives on logo complexity: influencing luxury perception and purchase intention

in Advertising and Marketing Communication

Yueran Zhang

Frontiers in Communication

doi 10.3389/fcomm.2025.1475326

4,102 views

Original Research

Published on 26 Jun 2025

The loyalty journey of BBA and MBA alumni in Indonesia: a strategic alumni marketing perspective

in Advertising and Marketing Communication

Liza Agustina Maureen Nelloh
Hartoyo Hartoyo
Ujang Sumarwan
Aman Wirakartakusumah

Frontiers in Communication

doi 10.3389/fcomm.2025.1606217

2,088 views
1 citation

Original Research

Published on 20 Jun 2025

Ethical requirements for generative AI in brand content creation: a qualitative comparative analysis

in Advertising and Marketing Communication

Charmaine Du Plessis

Frontiers in Communication

doi 10.3389/fcomm.2025.1523077

5,578 views
1 citation

Original Research

Published on 10 Jun 2025

Attitude toward fashion influencers and its impact on purchase behavior: the roles of brand attitude and purchase intention

in Advertising and Marketing Communication

Yunita Wijaya Handranata
Shifa Kalila

Frontiers in Communication

doi 10.3389/fcomm.2025.1583602

11,731 views
2 citations

Original Research

Published on 05 Jun 2025

Reputation through artificial intelligence? On the effectiveness of virtual influencers as spokespersons in corporate crisis communication

in Advertising and Marketing Communication

Zoe Olbermann
Magdalena Nagl

Frontiers in Communication

doi 10.3389/fcomm.2025.1509682

6,712 views
1 citation

Original Research

Published on 30 May 2025

Loyalty beyond transactions: the role of perceived brand ethics in e-commerce

in Advertising and Marketing Communication

Nathalie Peña-García
Enrique ter Horst

Frontiers in Communication

doi 10.3389/fcomm.2025.1605171

6,473 views
4 citations

Original Research

Published on 28 May 2025

Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach

in Advertising and Marketing Communication

Donghwa Chung
Yanfang Meng
Jiaqi Wang

Frontiers in Communication

doi 10.3389/fcomm.2025.1592446

2,341 views

Hypothesis and Theory

Published on 22 May 2025

Immersed in our narratives: a study of the effectiveness of cobrand anthropomorphism

in Advertising and Marketing Communication

Jie Han
Lexin Yun
Yaming Wang

Frontiers in Communication

doi 10.3389/fcomm.2025.1602833

2,511 views

Original Research

Published on 22 May 2025

Reframing gender in rural tourism: a cross-national analysis of official websites in the Mekong Subregion

in Advertising and Marketing Communication

Mi Hoang
Tan Le Minh

Frontiers in Communication

doi 10.3389/fcomm.2025.1596789

3,219 views
1 citation

89 articles

articles

Investigating the effect of translated international logos on brand awareness and corporate image within the Arabian Gulf regions

Identifying and controlling key factors in exhibition effect: a hybrid method combining Best-Worst Method and regression models

The impact of brand identification, brand image, and brand love on brand loyalty: the mediating role of customer value co-creation in hotel customer experience

Questvertising as a new format of interactive advertising

The impact of perceived interactivity on purchase intention in interactive video: a CAB-based chain mediation model of empathy, immersion, and arousal

Understanding viewer support in video game streaming: key insights into donation drivers

How gamification affects switching behaviors in the mobile-commerce platform: the role of customer engagement and switching cost

Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition

Design and validation of the brand personality scale in food industries

From search engines to social influence: a stimulus–organism–response model of travel influencers on TikTok

Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector

Optimizing film and television advertising placement strategies in the digital media ecosystem: a study based on a three-party stochastic evolutionary game

Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising

How social media involvement affect consumer purchase intention on online social networking sites: examining the mediating role of self-disclosure

The digital de-influencing wave: redefining trust in online communities

Generational perspectives on logo complexity: influencing luxury perception and purchase intention

The loyalty journey of BBA and MBA alumni in Indonesia: a strategic alumni marketing perspective

Ethical requirements for generative AI in brand content creation: a qualitative comparative analysis

Attitude toward fashion influencers and its impact on purchase behavior: the roles of brand attitude and purchase intention

Reputation through artificial intelligence? On the effectiveness of virtual influencers as spokespersons in corporate crisis communication

Loyalty beyond transactions: the role of perceived brand ethics in e-commerce

Impact of non-fungible token digital art information on intention to purchase digital collectibles: an extended theory of planned behavior approach

Immersed in our narratives: a study of the effectiveness of cobrand anthropomorphism

Reframing gender in rural tourism: a cross-national analysis of official websites in the Mekong Subregion