Frontiers in Communication | Advertising and Marketing Communication

Original Research

Published on 21 Jan 2025

Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

in Advertising and Marketing Communication

Ruiqiang Li
Yaoyuan Cui
Xue Mei

Frontiers in Communication

doi 10.3389/fcomm.2024.1534691

175 views

Original Research

Published on 06 Jan 2025

Body exhibition or idyllic imagination? Female microcelebrities in mobile short videos depicting the Chinese countryside

in Advertising and Marketing Communication

Maichi Match Chen
Yan Dong
Jun Zhang
Guichun Qu
Zonglin Sun
Yanmei Jiang
Guili Hu

Frontiers in Communication

doi 10.3389/fcomm.2024.1489893

304 views

Original Research

Accepted on 30 Dec 2024

The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya

in Advertising and Marketing Communication

Alma Alma Belén Rodríguez-Hidalgo
José Sixto-García
Ana Leticia Tamayo-Salcedo

Frontiers in Communication

doi 10.3389/fcomm.2024.1502109

300 views

Original Research

Published on 09 Dec 2024

When brands show a human side, hearts open a wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing

in Advertising and Marketing Communication

L. Durgha Devi
Thangaraja Arumugam

Frontiers in Communication

doi 10.3389/fcomm.2024.1495247

371 views

Original Research

Published on 06 Dec 2024

The impact of user addiction on continuance intention to use streaming platforms: incorporating expectation confirmation model and personality traits

in Advertising and Marketing Communication

Kittiporn Sae-tae
Jinzhu Ling
Qian Wang

Frontiers in Communication

doi 10.3389/fcomm.2024.1410975

441 views

Original Research

Published on 27 Nov 2024

How does innovative customer knowledge influence electronic word-of-mouth recommendation behavior through egoistic and altruistic approaches? Testing a moderated mediation model

in Advertising and Marketing Communication

Xiaobo Qi

Frontiers in Communication

doi 10.3389/fcomm.2024.1488675

299 views

Review

Published on 27 Sep 2024

Artificial intelligence in the context of digital marketing communication

in Advertising and Marketing Communication

Santa Bormane
Egita Blaus

Frontiers in Communication

doi 10.3389/fcomm.2024.1411226

5,103 views

Original Research

Published on 26 Sep 2024

Examining the interplay of information, emotions, and behavior: PLS-ANN analysis

in Advertising and Marketing Communication

Joston Gary

Frontiers in Communication

doi 10.3389/fcomm.2024.1411870

1,035 views

Original Research

Published on 17 Sep 2024

Reviews, trust, and customer experience in online marketplaces: the case of Mercado Libre Colombia

in Advertising and Marketing Communication

Nathalie Peña-García
Mauricio Losada-Otálora
David Pérez Auza
María Paula Cruz

Frontiers in Communication

doi 10.3389/fcomm.2024.1460321

2,721 views

Original Research

Published on 11 Sep 2024

What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

in Advertising and Marketing Communication

Daniel-Rareș Obadă
Oana Țugulea

Frontiers in Communication

doi 10.3389/fcomm.2024.1470327

2,782 views

Original Research

Published on 05 Sep 2024

Are product placements in music videos beneficial for the artists? The impact of artist–product fit on viewers' persuasion knowledge and perceived credibility of the artist

in Advertising and Marketing Communication

Holger Schramm
Jana Kraft

Frontiers in Communication

doi 10.3389/fcomm.2024.1396483

1,226 views
1 citation

Original Research

Published on 02 Jul 2024

Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions

in Advertising and Marketing Communication

Xintao Yu
Xiaochen Liu
Zhen Xu

Frontiers in Communication

doi 10.3389/fcomm.2024.1380775

1,258 views

Original Research

Published on 21 May 2024

A study on the construction of destination image for China’s county-level integrated media centers: a case study of four counties in Fuzhou

in Advertising and Marketing Communication

Hanzheng Lin
Hongyan Wen
Zhuokai Ma

Frontiers in Communication

doi 10.3389/fcomm.2024.1346212

1,098 views

Editorial

Published on 21 May 2024

Editorial: Sensory interactions in digital and virtual realities: new frontiers for the user experience

in Advertising and Marketing Communication

Raffaele Campo
Felipe Reinoso-Carvalho
Pierfelice Rosato
Gaëlle Pantin-Sohier

Frontiers in Communication

doi 10.3389/fcomm.2024.1412810

674 views

Original Research

Published on 01 May 2024

From screens to carts: the role of emotional advertising appeals in shaping consumer intention to repurchase in the era of online shopping in post-pandemic

in Advertising and Marketing Communication

Khalid Ali Alshohaib

Frontiers in Communication

doi 10.3389/fcomm.2024.1370545

2,262 views
2 citations

Opinion

Published on 08 Apr 2024

Quantifying the economic value of customers' social networks: does Metcalfe's law apply?

in Advertising and Marketing Communication

Leo Van Hove

Frontiers in Communication

doi 10.3389/fcomm.2024.1365707

637 views

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Articles

Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

Body exhibition or idyllic imagination? Female microcelebrities in mobile short videos depicting the Chinese countryside

The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya

When brands show a human side, hearts open a wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing

The impact of user addiction on continuance intention to use streaming platforms: incorporating expectation confirmation model and personality traits

How does innovative customer knowledge influence electronic word-of-mouth recommendation behavior through egoistic and altruistic approaches? Testing a moderated mediation model

Artificial intelligence in the context of digital marketing communication

Examining the interplay of information, emotions, and behavior: PLS-ANN analysis

Reviews, trust, and customer experience in online marketplaces: the case of Mercado Libre Colombia

What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory

Are product placements in music videos beneficial for the artists? The impact of artist–product fit on viewers' persuasion knowledge and perceived credibility of the artist

Adorable interactions: investigating the influence of AI voice assistant cuteness on consumer usage intentions

A study on the construction of destination image for China’s county-level integrated media centers: a case study of four counties in Fuzhou

Editorial: Sensory interactions in digital and virtual realities: new frontiers for the user experience

From screens to carts: the role of emotional advertising appeals in shaping consumer intention to repurchase in the era of online shopping in post-pandemic

Quantifying the economic value of customers' social networks: does Metcalfe's law apply?