As Extended Reality (XR) devices and applications become more mainstream, so too will
XR advertising—advertising that takes place in XR mediums. Due to the defining features of …

Imagine five years from now, you're walking down a street wearing your own mixed reality
glasses. They're sleek, comfortable and increasingly fashionable. A virtual car drives by—it's …

Extended-Reality (XR) devices are packed with sensors that allow tracking of users (eg,
behaviour, actions, eye-gaze) and their surroundings (eg, people, places, objects). As a …

Metaverse technologies have emerged as groundbreaking tools, altering how businesses
interact with consumers and analyse their behaviours. This research delves into inventive …

In this article, I cumulate previous research findings indicating that smart connected devices
can assist data-driven decisions in retail livestreaming by articulating personalized shopping …

Extended Reality (XR) technology is changing online interactions, but its granular data
collection sensors may be more invasive to user privacy than web, mobile, and the Internet …

When examining ad creativity, previous research focused on traditional forms of advertising.
The present research extended previous research to a new form of dvertising—augmented …

The advent of extended reality is revamping the way people experience the physical and the
virtual environments, from observation to immersion. XR is an umbrella term that …

this special issue focuses on the very intriguing types of luxury consumption that are shaping
industry paradigms and trends, especially given the digital marketing revolution that is …

The ever-changing media environment brought on by the constant advent of new
technologies requires advertising scholars to stay nimble, updating and innovating research …