Frontiers in Communication | Advertising and Marketing Communication

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

470 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

636 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

572 views

Original Research

Accepted on 14 Oct 2025

From Scroll to Sale: How Social Media Triggers and Age Shape Digital Consumer Decisions through Interaction

in Advertising and Marketing Communication

Reem Abbas Abdalla
Shabana Faisal
Nidhi Menon
Arshiya Mohammed

Frontiers in Communication

doi 10.3389/fcomm.2025.1664694

211 views

Original Research

Accepted on 09 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

590 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

3,905 views

Original Research

Accepted on 07 Oct 2025

Reflections on Brand Image: The Influence of Donor Ideal and Perceived Charity Brand Congruence on Charitable Giving

in Advertising and Marketing Communication

Elizabeth Crisp Crawford
Jeremy Jay Jackson

Frontiers in Communication

doi 10.3389/fcomm.2025.1682863

290 views

Original Research

Accepted on 07 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

170 views

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

1,065 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

1,834 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

2,480 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

1,100 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

343 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

1,298 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

962 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

1,764 views