Original Research
Accepted on 09 Feb 2026
Mitigating Return Behaviour Through Policy Innovation: The Mediating Influence of Augmented Reality in Online Retailing
in Advertising and Marketing Communication
Frontiers in Communication
- 230 views
Type at least 3 characters
100 articles
articles
Original Research
Accepted on 09 Feb 2026
Does Social Media Engagement Really Build Brand Loyalty? Evidence of Short-Term Null Effects in Emerging Markets
in Advertising and Marketing Communication
Frontiers in Communication
Conceptual Analysis
Accepted on 06 Feb 2026
The three worlds of strategic communication The dimensions of performance, legitimacy, and emotional appeal – and their potential for strategic communication research
in Advertising and Marketing Communication
Frontiers in Communication
Original Research
Published on 05 Feb 2026
Parasocial relationship as a social-cognitive pathway in influencer marketing: evidence from Indonesian beauty followers
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1723759
- 555 views
Editorial
Accepted on 04 Feb 2026
Including the Audience in Integrated Marketing Communication and Branding: Social Media, Gaming, and Beyond. Editorial: Brand Influencer Co-Creation Cycle
in Advertising and Marketing Communication
Frontiers in Communication
- 151 views
Original Research
Accepted on 30 Jan 2026
Cross-National Evidence on Influencer-Driven Green Choice: A Moderated-Mediation model of Authenticity, Parasocial Ties, and Greenwashing Exposure
in Advertising and Marketing Communication
Frontiers in Communication
- 179 views
Original Research
Accepted on 30 Jan 2026
How can one integrate the story of a narrator into a short travel video? Analyzing creative reasoning through the lens of narrative transmission theory
in Advertising and Marketing Communication
Frontiers in Communication
- 120 views
Original Research
Accepted on 26 Jan 2026
Establishing Customers' Value Co-Creation of Using Metaverse Commerce: Applying Servicescape Models
in Advertising and Marketing Communication
Frontiers in Communication
- 444 views
Original Research
Accepted on 22 Jan 2026
When Consumers Click Away: Understanding the Dynamics of Social Media Boycotts — Lessons from Orange Egypt
in Advertising and Marketing Communication
Frontiers in Communication
- 507 views
Original Research
Published on 20 Jan 2026
Marketing proactiveness strategies and service quality synergy: a pathway to marketing excellence in private banks in Iraq
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2025.1719507
- 586 views
Original Research
Published on 20 Jan 2026
Exploring drivers of customer loyalty in themed Korean cuisine: insights from the developing Korean restaurant industry in Makassar, Indonesia
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2025.1740448
- 523 views
Original Research
Accepted on 19 Jan 2026
Brandscapes Reimagend: Semiotic Structures in Branded Virtual Environments
in Advertising and Marketing Communication
Frontiers in Communication
- 123 views
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
Frontiers in Communication
doi 10.3389/fcomm.2025.1730534
- 1,541 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1714685
- 788 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1717937
- 2,780 views
- 1 citation
Original Research
Published on 16 Dec 2025
What drives her hustle? Unravelling women entrepreneurs’ satisfaction on Facebook consortia
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2025.1685336
- 1,060 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1718005
- 957 views
Original Research
Published on 04 Dec 2025
Communicating green in Mekong Delta agritourism: greenwashing or green fantasy?
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2025.1671082
- 1,618 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1667077
- 1,022 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1681417
- 1,541 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1694887
- 1,684 views
- 1 citation
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
Frontiers in Communication
doi 10.3389/fcomm.2025.1657443
- 1,655 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1702657
- 6,142 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
Frontiers in Communication
doi 10.3389/fcomm.2025.1682863
- 2,372 views