Frontiers in Communication | Advertising and Marketing Communication

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

2,521 views

Review

Published on 16 May 2025

An investigation of the switching behavior and why customers switch banks in the retailing banking sector

in Advertising and Marketing Communication

Ganshagai Batmunkh

Frontiers in Communication

doi 10.3389/fcomm.2025.1548050

5,443 views

Original Research

Published on 08 May 2025

Digital crisis management: how proactive online engagements on patient complaints influence social media users’ perceptions

in Advertising and Marketing Communication

Sang Lee
Samar Ben Romdhane

Frontiers in Communication

doi 10.3389/fcomm.2025.1564650

4,868 views
2 citations

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

52,208 views
8 citations

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

1,584 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

3,448 views
1 citation

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

2,577 views
1 citation

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

10,586 views
6 citations

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

2,719 views
1 citation

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

11,967 views
2 citations

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

8,335 views
4 citations

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

5,334 views
4 citations

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

4,048 views
3 citations

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

3,833 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

3,231 views
1 citation

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

7,406 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

1,491 views

Review

Published on 27 Sep 2024

Artificial intelligence in the context of digital marketing communication

in Advertising and Marketing Communication

Santa Bormane
Egita Blaus

Frontiers in Communication

doi 10.3389/fcomm.2024.1411226

24,583 views
18 citations

Original Research

Published on 26 Sep 2024

Examining the interplay of information, emotions, and behavior: PLS-ANN analysis

in Advertising and Marketing Communication

Joston Gary

Frontiers in Communication

doi 10.3389/fcomm.2024.1411870

5,893 views
1 citation

Original Research

Published on 17 Sep 2024

Reviews, trust, and customer experience in online marketplaces: the case of Mercado Libre Colombia

in Advertising and Marketing Communication

Nathalie Peña-García
Mauricio Losada-Otálora
David Pérez Auza
María Paula Cruz

Frontiers in Communication

doi 10.3389/fcomm.2024.1460321

24,927 views
14 citations

Original Research

Published on 11 Sep 2024

What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

in Advertising and Marketing Communication

Daniel-Rareș Obadă
Oana Țugulea

Frontiers in Communication

doi 10.3389/fcomm.2024.1470327

20,989 views
3 citations

Original Research

Published on 05 Sep 2024

Are product placements in music videos beneficial for the artists? The impact of artist–product fit on viewers' persuasion knowledge and perceived credibility of the artist

in Advertising and Marketing Communication

Holger Schramm
Jana Kraft

Frontiers in Communication

doi 10.3389/fcomm.2024.1396483

5,495 views
3 citations

Original Research

Published on 02 Jul 2024

Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions

in Advertising and Marketing Communication

Xintao Yu
Xiaochen Liu
Zhen Xu

Frontiers in Communication

doi 10.3389/fcomm.2024.1380775

4,199 views
1 citation

Original Research

Published on 21 May 2024

A study on the construction of destination image for China’s county-level integrated media centers: a case study of four counties in Fuzhou

in Advertising and Marketing Communication

Hanzheng Lin
Hongyan Wen
Zhuokai Ma

Frontiers in Communication

doi 10.3389/fcomm.2024.1346212

3,280 views
2 citations

90 articles

articles

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

An investigation of the switching behavior and why customers switch banks in the retailing banking sector

Digital crisis management: how proactive online engagements on patient complaints influence social media users’ perceptions

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

Search conversion journeys and the missed opportunity of associated keywords

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

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

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

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

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

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

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

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

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

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

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

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

Artificial intelligence in the context of digital marketing communication

Examining the interplay of information, emotions, and behavior: PLS-ANN analysis

Reviews, trust, and customer experience in online marketplaces: the case of Mercado Libre Colombia

What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

Are product placements in music videos beneficial for the artists? The impact of artist–product fit on viewers' persuasion knowledge and perceived credibility of the artist

Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions

A study on the construction of destination image for China’s county-level integrated media centers: a case study of four counties in Fuzhou