Original Research
Accepted on 13 Mar 2026
Brand Extension Type and Consumer Purchase Intention: The Intervening Influence of Brand Trust under Informational and Emotional Appeals
in Advertising and Marketing Communication
Frontiers in Communication
Type at least 3 characters
108 articles
articles
Brief Research Report
Accepted on 13 Mar 2026
Storytelling Strategies in Culinary TikTok Content: A Case Study of Seafood Restaurant Reviews
in Advertising and Marketing Communication
Frontiers in Communication
Opinion
Published on 11 Mar 2026
Digital marketing strategies for sustainable medical tourism development: a framework for emerging destinations
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1798866
- 389 views
Brief Research Report
Accepted on 05 Mar 2026
"Because He Drives Electric, I Will Too" The Impact of Celebrities in Advertising on Consumer Acceptance of Electric Vehicles
in Advertising and Marketing Communication
Frontiers in Communication
Original Research
Published on 05 Mar 2026
Retrostyling as a historical narrative strategy of culture brands: the case of Burger King and Pepsi in Instagram
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1748423
- 197 views
Original Research
Published on 27 Feb 2026
How can one integrate the story of a narrator into a short travel video? Analyzing creative reasoning through the lens of narrative transportation theory
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1746478
- 345 views
Original Research
Published on 26 Feb 2026
Brandscapes reimagined: semiotic structures in branded virtual environments
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1737058
- 225 views
Conceptual Analysis
Published on 25 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
doi 10.3389/fcomm.2026.1645394
- 264 views
Original Research
Published on 25 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
doi 10.3389/fcomm.2026.1780347
- 359 views
Original Research
Published on 25 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
doi 10.3389/fcomm.2026.1769831
- 446 views
Original Research
Accepted on 24 Feb 2026
Social Media Influencer Marketing in Saudi Arabia: An Exploratory Mixed-Perspective Study
in Advertising and Marketing Communication
Frontiers in Communication
Original Research
Accepted on 23 Feb 2026
Unveiling the Invisible Push: Communicating Clandestine Endorsements to Shape Consumer Behavior in Retail
in Advertising and Marketing Communication
Frontiers in Communication
Original Research
Accepted on 17 Feb 2026
From Stream to Purchase: Exploring Parasocial Interaction and Social Presence as Mediators of Impulsive Purchase in TikTok Live Commerce
in Advertising and Marketing Communication
Frontiers in Communication
- 113 views
Editorial
Published on 17 Feb 2026
Editorial: Including the audience in Integrated Marketing Communication and branding: social media, gaming, and beyond
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1794134
- 369 views
Original Research
Published on 17 Feb 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
doi 10.3389/fcomm.2026.1764803
- 436 views
Original Research
Published on 13 Feb 2026
When consumers click away: understanding the dynamics of social media boycotts—lessons from Orange Egypt
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1732806
- 751 views
Original Research
Published on 13 Feb 2026
Establishing customers’ value co-creation of using metaverse commerce: applying Servicescape models
in Advertising and Marketing Communication
Frontiers in Communication
doi 10.3389/fcomm.2026.1726110
- 1,122 views
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
- 1,165 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
- 684 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
- 705 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
- 1,821 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
- 955 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
- 3,988 views
- 2 citations
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
- 1,167 views