Frontiers in Communication | Advertising and Marketing Communication

Original Research

Published on 05 May 2025

Impact of social media advertising on consumer behavior: role of credibility, perceived authenticity, and sustainability

in Advertising and Marketing Communication

Hemant Kothari
Avinash Choudhary
Apurva Jain
Shivoham Singh
K. D. V. Prasad
U. K. Vani

Frontiers in Communication

doi 10.3389/fcomm.2025.1595796

6,179 views

Original Research

Accepted on 29 Apr 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

246 views

Original Research

Published on 23 Apr 2025

Search conversion journeys and the missed opportunity of associated keywords

in Advertising and Marketing Communication

David M. Rothschild
Coen Needell
Joe Veverka
Elad Yom-Tov

Frontiers in Communication

doi 10.3389/fcomm.2025.1560141

700 views

Original Research

Published on 23 Apr 2025

The influence of idealised and non-idealised models on the effectiveness of advertisements and body appreciation in females

in Advertising and Marketing Communication

Georgia Wallhead
Adrian Furnham
Alastair McClelland

Frontiers in Communication

doi 10.3389/fcomm.2025.1529650

1,039 views

Original Research

Published on 15 Apr 2025

The negative impact of a sense of community on consumers: focusing on trash talk

in Advertising and Marketing Communication

Masahiko Hato

Frontiers in Communication

doi 10.3389/fcomm.2025.1583048

908 views

Original Research

Published on 10 Apr 2025

Examining the impact of parasocial interaction and social presence on impulsive purchase in live streaming commerce context

in Advertising and Marketing Communication

Yi Huang
Siti Hajar Mohamad

Frontiers in Communication

doi 10.3389/fcomm.2025.1554681

2,408 views

Original Research

Published on 20 Mar 2025

The effect of CSR beliefs among bank customers during difficult economic times

in Advertising and Marketing Communication

Nathalie Peña-García
Mauricio Losada-Otálora
Enrique ter Horst

Frontiers in Communication

doi 10.3389/fcomm.2025.1538309

1,252 views

Original Research

Published on 12 Mar 2025

Consumer experience and perception in gamification marketing: evidence from the user survey of POPMART

in Advertising and Marketing Communication

Jinyu Zhang
Yuyun Zou
Song Wang
Yong Xiang

Frontiers in Communication

doi 10.3389/fcomm.2025.1388020

3,570 views

Original Research

Published on 12 Feb 2025

Female social media influencers in the Arab Gulf: shaping marketing and advertising on Instagram

in Advertising and Marketing Communication

Afrah A. Alsalloum
Jason Gainous

Frontiers in Communication

doi 10.3389/fcomm.2025.1518386

3,224 views

Original Research

Accepted on 11 Feb 2025

A Study of the Influence of Endorser Type and Product Type on Consumer Brand Attitudes in Era Z

in Advertising and Marketing Communication

Wang sheng Hu
Jingwei Xia

Frontiers in Communication

doi 10.3389/fcomm.2025.1545487

353 views

Original Research

Published on 24 Jan 2025

The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya

in Advertising and Marketing Communication

Alma Belén Rodríguez-Hidalgo
José Sixto-García
Ana Leticia Tamayo-Salcedo

Frontiers in Communication

doi 10.3389/fcomm.2024.1502109

2,324 views

Original Research

Published on 21 Jan 2025

Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

in Advertising and Marketing Communication

Ruiqiang Li
Yaoyuan Cui
Xue Mei

Frontiers in Communication

doi 10.3389/fcomm.2024.1534691

1,702 views

Original Research

Published on 06 Jan 2025

Body exhibition or idyllic imagination? Female microcelebrities in mobile short videos depicting the Chinese countryside

in Advertising and Marketing Communication

Maichi Match Chen
Yan Dong
Jun Zhang
Guichun Qu
Zonglin Sun
Yanmei Jiang
Guili Hu

Frontiers in Communication

doi 10.3389/fcomm.2024.1489893

1,568 views

Original Research

Published on 09 Dec 2024

When brands show a human side, hearts open a wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing

in Advertising and Marketing Communication

L. Durgha Devi
Thangaraja Arumugam

Frontiers in Communication

doi 10.3389/fcomm.2024.1495247

1,459 views

Original Research

Published on 06 Dec 2024

The impact of user addiction on continuance intention to use streaming platforms: incorporating expectation confirmation model and personality traits

in Advertising and Marketing Communication

Kittiporn Sae-tae
Jinzhu Ling
Qian Wang

Frontiers in Communication

doi 10.3389/fcomm.2024.1410975

2,949 views
1 citation

Original Research

Published on 27 Nov 2024

How does innovative customer knowledge influence electronic word-of-mouth recommendation behavior through egoistic and altruistic approaches? Testing a moderated mediation model

in Advertising and Marketing Communication

Xiaobo Qi

Frontiers in Communication

doi 10.3389/fcomm.2024.1488675

765 views