Current Issue Summary
September 2024 (Vol. 64, Issue 3)
Insights for Advertisers on Immersive Technologies: The Future of Ads Using VR, AR, MR and the Metaverse
What is the impact of immersive technologies, such as augmented reality (AR), virtual reality (VR), and mixed realities (MR), on advertising? This new research highlights the increasing importance of these technologies in promotional campaigns and their integration with the physical world, leading to the concept of the metaverse. The research also emphasizes the potential of immersive technologies to affect ad recall, attitudes and purchase intentions, while also acknowledging the challenges in effectively deploying these technologies within communication strategies. The special issue of the Journal of Advertising Research aims to address these challenges and provide insights into the strategic implementation and integration of immersive technologies in advertising.