Immersive Advertising—A Review and Research Agenda
本文综述了50篇关于沉浸式广告的文献，梳理了通过增强现实、虚拟现实或混合现实（即元宇宙）实现产品情境化的广告形式，为研究者、从业者和政策制定者提供了潜在影响的全景视角，并提出了未来研究议程。
Immersive advertisements that enable the contextualization of products within the customer experience are becoming a more common form of advertising. Such advertisements make it possible for consumers to interact with brands and embedded products virtually, typically through augmented reality, virtual reality, or mixed reality (i.e., the metaverse). This review synthesizes the findings of 50 articles on immersive advertising and develops a research agenda to guide future work. As a result, future researchers will be able to review the integrated body of literature more rapidly. Bridging the gap between academics and practitioners, the article provides a bird’s-eye view of the potential effects of immersive advertising while also providing considerations for practitioners, researchers, and policymakers.