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INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs

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Generative AI—Navigating Between Consumer Utopia and Dystopia: The Critical Role of Research and Leadership in Shaping Advertising’s Future
—Colin Campbell [] []

Articles

Insights for Advertisers on Immersive Technologies: The Future of Ads Using VR, AR, MR and the Metaverse
—Kirsten Cowan, Kirk Plangger, and Ana Javornik [] []

What Drives Advertisers Toward or Away From Immersive Virtual Spaces? The Metaverse Conundrum: Affordances and “Disaffordances” Through the Eyes of Advertisers
—Ben Marder, Amy Yau, Jennifer Yule, Elena Osadchaya, Rob Angell, Will Zhiyuan Zhang, Sebastian Oliver, Laura Lavertu, Nikolaos Stylos, Qi Kang, Liyu Gao, Sara AlRabiah, Anouk de Regt, Yiwei Zhang, and Jiayuan Li [] []

Immersive Advertising—A Review and Research Agenda: Potential Effects of and Considerations for AR, VR, and MR Advertisements
—Sean Sands, Carla Ferraro, Vlad Demsar, Justin Cohen, and Andrés Gvirtz [] []

Virtual Reality Marketing: What Does It Mean to Have a 3D Experience? Effects of Stereopsis on Consumer Perceptions and Marketing Outcomes
—Alena Kostyk, Jie Sheng, Andrew Murchie, and Stephen Preston [] []

Immersive Advertising through Co-Creation—Lessons from the Visitor Economy: How to Enhance Experiential Competitiveness with an “Attract, Convert, and Delight” Strategy
—Xi Y. Leung, Dimitrios Buhalis, and Giampaolo Viglia [] []

How the Presence of Employee Avatars Affects Metaverse Shopping Behavior: “Can I Help You Buy Condoms?” Virtual Sales Promotions in Embarrassing Shopping Settings
—Darius-Aurel Frank, Jason DiPalma, Sascha Steinmann, and Tobias Otterbring [] []

Are Virtual Influencers More Effective in Real-World Advertisement Settings? The Impact of Product Type and Social Cues on Consumers’ Perceptions and Behaviors
—Jeongmin Ham, Sitan Li, Pratik Shah, and Matthew S. Eastin [] []

How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products: Consumer Viewing Perspectives, Beautification, and Endorsement in AR Advertising
—Hui-Fei Lin, Benjamin Yeo, and Tsai-Yi Lu [] []