Table of Contents

Articles

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

  Kirsten Cowan, Kirk Plangger, Ana Javornik

  Journal of Advertising Research Sep 2024, 64 (3) 249-254; DOI: 10.2501/JAR-2024-023
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  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, Jiayuan Li

  Journal of Advertising Research Sep 2024, 64 (3) 255-283; DOI: 10.2501/JAR-2024-020
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  Immersive Advertising—A Review and Research AgendaPotential Effects of and Considerations for AR, VR, and MR Advertisements

  Sean Sands, Carla Ferraro, Vlad Demsar, Justin Cohen, Andrés Gvirtz

  Journal of Advertising Research Sep 2024, 64 (3) 284-300; DOI: 10.2501/JAR-2024-018

  • Appendix
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  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, Stephen Preston

  Journal of Advertising Research Sep 2024, 64 (3) 301-318; DOI: 10.2501/JAR-2024-021
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  Immersive Advertising through Co-Creation: Lessons from the Visitor EconomyHow to Enhance Experiential Competitiveness With an “Attract, Convert, and Delight” Strategy

  Xi Y. Leung, Dimitrios Buhalis, Giampaolo Viglia

  Journal of Advertising Research Sep 2024, 64 (3) 319-334; DOI: 10.2501/JAR-2024-019
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  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, Tobias Otterbring

  Journal of Advertising Research Sep 2024, 64 (3) 335-352; DOI: 10.2501/JAR-2024-017

  • Appendix
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  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, Matthew S. Eastin

  Journal of Advertising Research Sep 2024, 64 (3) 353-371; DOI: 10.2501/JAR-2024-015
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  How Virtual Mirrors in Advertising Influence Attitudes about Beauty ProductsConsumer Viewing Perspectives, Beautification, And Endorsement in AR Advertising

  Hui-Fei Lin, Benjamin Yeo, Tsai-Yi Lu

  Journal of Advertising Research Sep 2024, 64 (3) 372-392; DOI: 10.2501/JAR-2024-016