Frontiers in Communication | Advertising and Marketing Communication

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

1,161 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

2,353 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

4,530 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

2,324 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

2,102 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

2,301 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

10,949 views
2 citations

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

2,231 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

5,312 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

14,154 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

1,836 views

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

3,562 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

1,909 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

4,394 views
6 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

2,198 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

4,234 views
2 citations

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

2,652 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

5,518 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

9,669 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

2,615 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

6,578 views
5 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

4,566 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

1,877 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

18,909 views
1 citation

100 articles

articles

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

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