https://tecnoscientifica.com/journal/jdmc <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> en-US <p>Authors shall retain the copyright of their work and grant the Journal/Publisher rights for the first publication with the work concurrently licensed under the <a href="https://creativecommons.org/licenses/by/4.0/"><strong>Creative Commons Attribution 4.0 International License (CC BY 4.0)</strong></a>.</p> <p>Under this license, authors who submit their papers for publication by <em>Journal of Digital Marketing and Communication</em><em> </em>agree to have the CC BY 4.0 license applied to their work, and that anyone is allowed to reuse the article or part of it free of charge for any purpose, including commercial use. As long as the author and original source is properly cited, anyone may copy, redistribute, reuse and transform the content.</p> <p>This broad license intends to facilitate free access, as well as the unrestricted use of original works of all types. This ensures that the published work is freely and openly available in perpetuity.</p> jdmc@tecnoscientifica.com (Editorial Office - Journal of Digital Marketing Communication) it-support@tecnoscientifica.com (Tecno Scientifica Support) Sat, 26 Jul 2025 06:08:13 +0000 OJS 3.3.0.6 http://blogs.law.harvard.edu/tech/rss 60 https://tecnoscientifica.com/journal/jdmc/article/view/719 <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> Chang-Won Choi Copyright (c) 2025 Chang-Won Choi https://creativecommons.org/licenses/by/4.0 https://tecnoscientifica.com/journal/jdmc/article/view/719 Sat, 26 Jul 2025 00:00:00 +0000 https://tecnoscientifica.com/journal/jdmc/article/view/770 <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> Fatma Louati, Nada Ben Abdallah, Mouna Damak Copyright (c) 2025 Fatma Louati, Nada Ben Abdallah, Mouna Damak https://creativecommons.org/licenses/by/4.0 https://tecnoscientifica.com/journal/jdmc/article/view/770 Mon, 01 Sep 2025 00:00:00 +0000