https://tecnoscientifica.com/journal/jdmc/issue/feed 2025-08-26T05:56:24+00:00 Editorial Office - Journal of Digital Marketing Communication jdmc@tecnoscientifica.com Open Journal Systems <p><strong><em>Journal of Digital Marketing and Communication (J. Digit. Mark. Commun.) (ISSN 2809-1736) </em></strong><strong> </strong>with a short form of <strong>JDMC</strong> is an<strong> Open Access Refereed Journal </strong>that publishes <strong>research articles, reviews, and short communication </strong>in the area of social media marketing, communication, digital economy, and other closely related disciplines.</p> <p><strong>JDMC</strong> is published online with a frequency of two (2) issues per year with <strong>FREE </strong>of Article Processing Charge (APCs) and Articles Submission Charges (ASCs). Besides that, special issues of JDMC will be published non-periodically from time to time. </p> https://tecnoscientifica.com/journal/jdmc/article/view/719 2025-08-04T07:46:48+00:00 Chang-Won Choi cchoi@olemiss.edu

<p>This study explores the reciprocal relationship between ad-viewing and ad-sharing in online video advertising and examines the moderating role of total likes. Drawing on two-step flow and social influence theories, it is hypothesized that daily ad-views drives daily ad-shares by reaching influencers, while daily ad-shares enhance daily ad-views through social and informational cues. Granger causality analysis of 392 YouTube advertisements reveals varying causal patterns, including reciprocal and unidirectional effects (ad-views → ad-shares and ad-shares → ad-views), with total likes amplifying these dynamics. These findings provide theoretical insights into viral advertising and practical implications.</p>

2025-07-26T00:00:00+00:00 Copyright (c) 2025 Chang-Won Choi https://tecnoscientifica.com/journal/jdmc/article/view/770 2025-08-26T05:56:24+00:00 Fatma Louati louatifatma22@gmail.com Nada Ben Abdallah nadabenabdallah0707@gmail.com Mouna Damak damak_mouna@yahoo.fr

<p>In the context of increasingly competitive digital markets, it was important to understand how narrative transportation could increase purchase intention and produce online brand advocates. This study addressed the gap in prior research by examining the effect of narrative transportation on affective brand engagement. It also considered whether narrative transportation directly affected online brand advocacy and purchase intention in a virtual world. A quantitative approach was adopted, and a survey was distributed to Mercedes fans and users. The dataset contained a sample of 270 consumers, and the data were analysed using SPSS AMOS 23 to perform structural equation modeling. The results showed that narrative transportation had a positive effect on affective brand engagement in a virtual world. Similarly, the results indicated that narrative transportation strengthened online brand advocacy and purchase intention. By contrast, the findings revealed that emotional engagement did not directly impact online brand advocacy or purchase intention. These findings were regarded as valuable contributions to understanding how the transformation of storytelling into storydoing could engage consumers seeking captivating brand experiences. Future research could examine this study across other product categories to validate the generalizability of the findings, as well as incorporate additional variables to enrich the current model.</p>

2025-09-01T00:00:00+00:00 Copyright (c) 2025 Fatma Louati, Nada Ben Abdallah, Mouna Damak