Current Issue Summary
September 2024 (Vol. 64, Issue 3)

Immersive Advertising—A Review and Research Agenda Potential Effects of and Considerations for AR, VR, and MR Advertisements
Learn about the emerging field of immersive advertising, which uses technologies like augmented reality (AR), virtual reality (VR) and mixed reality (MR) to create interactive and engaging advertisements. This paper synthesizes findings from 50 articles to provide a comprehensive overview of the potential effects and considerations for immersive advertising. Key points include increased consumer engagement and positive attitudes towards brands using immersive ads, the challenges of adoption due to costs and technology barriers and the ethical considerations related to privacy and data. The study aims to bridge the gap between academic research and practical application, offering a roadmap for future research and practice in this innovative advertising domain.  

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