Frontiers in Communication | Advertising and Marketing Communication

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

689 views

Original Research

Accepted on 26 Sep 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

243 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

874 views

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

815 views

Original Research

Accepted on 23 Sep 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

Guo Cheng
Tiantian Bao
Wenjie Li
Zirong Li
Xu Zu

Frontiers in Communication

doi 10.3389/fcomm.2025.1657443

262 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

946 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

865 views

Original Research

Accepted on 02 Sep 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

534 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

1,306 views

Systematic Review

Accepted on 15 Aug 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
Fitriani Fitriani
Edwin Agung Wibowo
Lukmanul Hakim
Neni Hardiati
Anggun Yulvira Swastika
Bunga Meyzia

Frontiers in Communication

doi 10.3389/fcomm.2025.1647391

1,668 views

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

1,038 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

1,171 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

1,097 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

2,066 views

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

2,490 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

1,514 views