https://tecnoscientifica.com/journal/jdmc/issue/feed 2025-07-26T06:08:13+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 2025-06-25T02:11:15+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