Vol 13, No 25 (2025)

Table of Contents

Editorial

Digital, Ethical and Sustainable Marketing in a Connected World: Advances in Communication, Consumer Engagement and Strategy.
Jorge Remondes
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Articles

Films as Strategic Tools for Tourism Destination Branding
Sajad Ferdowsi, Helia Shokripour
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The Influence of Ad Duration and Countdown Timers on Viewer Mood and Attitude in Digital Advertising
Wajdy Omran
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The Effects of Different Kinds of Brand Mascots Used in Advertisements on Visual Attention: An Experımental Study
Erdem Geçit, Sevilay Ulaş, Mustafa Yalçın
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Relationship Marketing and Customer Loyalty: Customer Satisfaction as a Mediator in Ethiopian Banks.
Ahmed Mohammed Yimer, Fikadu Zewdu Misganew
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Green Marketing in Ethiopia: A Systematic Literature Review
Elias Shetemam Beshir, Aschalew Degoma Durie, Tadessie Mangistie Mamaru
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Brand Storytelling and Transmedia: A Systematic Literature Review.
João Miguel Lopes, Irina Saur-Amaral, Sofia Gomes
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The Effect of Environmental and Social Sustainable Marketing on Financial Performance of Ethiopian Textile Product Exporters: Does Economic Sustainability Mediate the Relationship?
Tdessie mangistie Mamaru
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Improving Health Literacy through Instagram Reels: Insights from Healthcare Professionals' Digital Communication Strategies.
Chiao-Chieh Chen, Yu-Ping Chiu
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The Role of Brand Co-Creation Behavior within the eWOM and CSR moderation on the trust brand and purchase intention
Maher Toukabri, Nozha Erragcha, Jamel Eddine Gharbi
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The Role of Customer Participation in Interactivity Creating Brand Loyalty
Evrim Derinozlu, Esra Özkan Pir
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Social Media Intelligence and Wildlife Crime: A Bibliometric Analysis from Web of Science
Lara Santos, Luisa Lopes, Mariana Correia
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From Screens to Support: A Systematic Literature Review of Female Users’ Access to Social Support on Social Media Platforms
Shuting Liang, Suet Nie Kho, Abdul Latiff Ahmad
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Assessing Gen Z Consumers’ Perceptions, Ethical Concerns, and Behavioral Intention Towards AI-Driven Marketing: Case of Anadolu and Woldia University Students.
Tsadiku Setegne Dessie
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Glocal Branding in Action: How McDonald’s Localization Strategy Shapes Consumer Behavior in Portugal
Vasco Ribeiro Santos, Anabela Pereira, Bruno Sousa, Umar Ali, Luzia Arantes, Theodore Tarnanidis, Rúben Pinhal
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A Humanised Social Media Marketing Strategy: A Gym Chain Case in Portugal.
Miguel Moreira e Silva, Sara Teixeira
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Holistic Digital Marketing Strategies for E-commerce Growth: A SOSTAC-Based Case Study of SIIEE
Fernando Fonseca, Vasco Ribeiro Santos, Bruno Sousa, Rúben Pinhal
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An Empirical Analysis of the Impact of Sponsorship Disclosure on Instagram Posts.
Sonia Bhatt, Sarvesh Kumar Singh
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