Volume 64, Issue 3, 2024

• Generative AI—Navigating Between Consumer Utopia and DystopiaColin Campbell
• Insights for Advertisers on Immersive TechnologiesKirsten Cowan, Kirk Plangger, and Ana Javornik
• What Drives Advertisers Toward or Away From Immersive Virtual Spaces?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 AgendaSean Sands, Carla Ferraro, Vlad Demsar, Justin Cohen, and Andrés Gvirtz
• Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?Alena Kostyk, Jie Sheng, Andrew Murchie, and Stephen Preston
• Immersive Advertising through Co-Creation—Lessons from the Visitor EconomyXi Y. Leung, Dimitrios Buhalis, and Giampaolo Viglia
• How the Presence of Employee Avatars Affects Metaverse Shopping BehaviorDarius-Aurel Frank, Jason DiPalma, Sascha Steinmann, and Tobias Otterbring
• Are Virtual Influencers More Effective in Real-World Advertisement Settings?Jeongmin Ham, Sitan Li, Pratik Shah, and Matthew S. Eastin
• How Virtual Mirrors in Advertising Influence Attitudes about Beauty ProductsHui-Fei Lin, Benjamin Yeo, and Tsai-Yi Lu

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