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Risky Ayu Kristanti
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Editorial Office - Journal of Digital Marketing Communication Jalan Asem Baris Raya No 116 Kebon Baru, Tebet, Jakarta Selatan Jakarta 12830, Indonesia
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Journal of Digital Marketing and Communication
Published by Tecno Scientifica
ISSN : -     EISSN : 28091736     DOI : https://doi.org/10.53623/jdmc.v1i1
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences
Journal of Digital Marketing and Communication (JDMC) is an international, peer-reviewed journal for conceptual, empirical, and short essays in the area of social media marketing, communication, digital economy, smart tourism, smart cities, e-business, transmedia storytelling, and other closely related disciplines. The goal of the journal is to promote research along with education and training in the disciplines of communication and marketing. JDMC seeks academically rigorous papers that will appeal to scholars and will also have direct relevance to practitioners in communication and marketing. Except explicitly indicated otherwise, articles in this journal have gone through rigorous peer review, including screening by the editor and review by at least two anonymous referees. Scope : Social media marketing Communication Digital economy Smart tourism Smart cities e-Business Transmedia storytelling
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 3 Documents
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Search results for , issue "Volume 6 - Issue 1 - 2026" : 3 Documents clear
Twitch Advertising and Purchase Intention: The Impact of In-Stream Ads on Viewer Behavior Brauer, Claudia; Eckert , Judith; Zehrer, Anita
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.974

Abstract

Twitch, a leading livestreaming platform in the D-A-CH region, combined real-time content with a highly interactive community, offering unique opportunities for digital marketing. Research on advertising effectiveness at the individual viewer level, however, remained limited. This study investigated how in-stream video and display ads influenced Twitch viewers’ purchase intentions and explored the role of ad-related and content-related factors. A survey of 204 Twitch viewers, recruited via Twitch and Reddit, assessed awareness, attitudes, and perceived effects of video and display ads, along with factors such as thematic congruence, entertainment, informativeness, and personalization. Video ads were more effective than display ads in increasing purchase intentions but were perceived as more intrusive. Across formats, thematic alignment with livestream content and content qualities such as entertainment value, informativeness, and personalization significantly enhanced ad effectiveness. The findings highlighted that both ad format and content-related factors were critical for the effectiveness of Twitch advertising. The study advanced theoretical understanding of livestream advertising by emphasizing the interplay between ad characteristics and content context and provided practical guidance for marketers to design engaging, congruent, and less intrusive campaigns.
Fragmented Stories, Unified Brands: How Consumers Reconstruct Meaning Across Multiple Digital Platforms Sadeh, Hamdi
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.1133

Abstract

Despite growing scholarly attention to fragmented brand narratives, existing research adopts brand-centric perspectives, leaving a critical gap in understanding how consumers reconstruct meaning from dispersed digital fragments. This study addresses this gap by investigating the interpretive strategies consumers employ to derive coherent brand understanding across multiple platforms. Theoretically grounded in transmedia storytelling, sense-making theory, and platform affordances, this research adopts a qualitative, interpretivist approach utilizing reflexive thematic analysis. Data were collected through semi-structured interviews with 25 digitally active consumers from Palestine, Jordan, UAE, Saudi Arabia, and Egypt, selected through purposive sampling to ensure diversity in age (21–48), professional background, and digital literacy. Findings reveal four key insights: First, consumers normalize fragmentation as an expected feature of digital branding rather than a barrier. Second, they actively engage in cross-platform sense-making through systematic cross-checking and critical evaluation of brand messages. Third, trust operates as a dynamic construct negotiated through algorithmic transparency and influencer authenticity, not as a passive brand attribute. Fourth and most significantly, emotional coherence—consistency of affective tone and values across platforms—emerges as more influential in shaping perceived brand unity than strict message consistency. This study contributes to digital branding literature by shifting focus from brand-controlled messaging to consumer-centered meaning reconstruction, offering a conceptual model that positions brand coherence as an emotional and symbolic consumer outcome rather than a managerial output. Practical implications include platform-specific storytelling that prioritizes emotional alignment over message uniformity, alongside policy recommendations for transparent algorithmic practices and influencer governance in emerging digital markets.
Sadvertising and Sentiment: A Lexicon-Based YouTube Comment Analysis of Emotionally Resonant Thai Insurance Advertising Azhar, Andi; Arief Dwi Saputra; Alfina Rahmatia
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.1169

Abstract

Sadvertising referred to the deliberate use of melancholic and empathetic narratives as a primary persuasive strategy in marketing communication. Although the genre had become commercially prominent, large-scale empirical evidence on how global audiences received such advertisements was still limited, and most prior sentiment studies had focused on product reviews or English-language Western markets rather than emotionally driven Southeast Asian advertising. This study examined whether emotionally resonant, narrative-driven advertising in the sadvertising genre produced predominantly positive sentiment among global digital audiences. A domain-adapted, rule-based lexicon sentiment analysis framework was applied to 2,498 YouTube comments scraped from a landmark Thai Life Insurance advertisement to quantify sentiment polarity, eight emotional response typologies, and engagement metrics across an 11-year observation window. The lexicon was constructed from established resources (VADER and the NRC Emotion Lexicon), extended with 30 emoji tokens and 47 negative terms specific to emotional advertising commentary, and validated against a 300-comment human-coded reference set with substantial inter-rater agreement (Cohen’s kappa = 0.79). Positive comments constituted 38.9% of the corpus (95% CI: 37.0–40.8%) compared to 6.4% negative comments (95% CI: 5.5–7.5%), yielding a positive-to-negative ratio of 6.04:1 (95% CI: 5.11–7.13). A chi-square goodness-of-fit test rejected the equal-proportions null hypothesis at p < 0.001 with a large effect size (Cohen’s w = 0.60). Crucially, 95.3% of crying-expression comments carried positive valence (95% CI: 92.8–97.0%), with a Cramer’s V of 0.51 and an odds ratio of 51.8 (95% CI: 32.36–82.91), empirically resolving the sad–positive paradox. Positive sentiment persisted across 11 years of engagement with no detectable temporal decay, and cross-cultural consistency was observed across at least 27 linguistic communities. The findings advanced sadvertising theory and carried direct implications for brand communication strategy in the digital era.

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