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

Editor’s Desk
Generative AI: Navigating Between Consumer Utopia and Dystopia: The Critical Role of Research and Leadership in Shaping Advertising’s Future

FEATURE ARTICLES

Insights for Advertisers on Immersive Technologies: The Future of Ads Using VR, AR, MR and the Metaverse

What Drives Advertisers Toward or Away from Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and “Disaffordances” Through the Eyes of Advertisers

Immersive Advertising—A Review and Research Agenda Potential Effects of and Considerations for AR, VR, and MR Advertisements

Virtual Reality Marketing: What Does It Mean to Have a 3D Experience? Effects of Stereopsis on Consumer Perceptions and Marketing Outcomes

Immersive Advertising through Co-Creation: Lessons from the Visitor Economy How to Enhance Experiential Competitiveness With an “Attract, Convert, and Delight” Strategy

How the Presence of Employee Avatars Affects Metaverse Shopping Behavior: “Can I Help You Buy Condoms?” Virtual Sales Promotions in Embarrassing Shopping Settings

Are Virtual Influencers More Effective In Real-World Advertisement Settings? The Impact of Product Type and Social Cues on Consumers’ Perceptions and Behaviors

How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products: Consumer Viewing Perspectives, Beautification, And Endorsement in AR Advertising