Frontiers in Communication | Advertising and Marketing Communication

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

289 views

Original Research

Accepted on 28 Aug 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

341 views

Brief Research Report

Accepted on 27 Aug 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

402 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

825 views

Original Research

Accepted on 18 Aug 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

301 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

1,096 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

802 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

808 views

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

847 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

1,562 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

1,644 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

1,276 views

Original Research

Published on 31 Jul 2025

From search engines to social influence: a stimulus–organism–response model of travel influencers on TikTok

in Advertising and Marketing Communication

Jorge Serrano-Malebrán
Franco Campos-Núñez
Cristian Vidal-Silva
Diana Veneros-Alquinta
Francisca Zuñiga-Contreras
Daniela Ahumada-Gutierrez

Frontiers in Communication

doi 10.3389/fcomm.2025.1649647

1,921 views

Original Research

Published on 18 Jul 2025

Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector

in Advertising and Marketing Communication

Mehmet Yalçınkaya
İbrahim Çataldaş

Frontiers in Communication

doi 10.3389/fcomm.2025.1603554

1,653 views

Original Research

Published on 17 Jul 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

680 views

Original Research

Published on 11 Jul 2025

Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising

in Advertising and Marketing Communication

Rupa Peter
Veni Roshith
Sheethal Lawrence
Arthi Efcibha Mona
Kodhai B. Narayanan
Fathima Yusaira

Frontiers in Communication

doi 10.3389/fcomm.2025.1554551

5,370 views
1 citation