Immersive Advertising—A Review and Research Agenda

Abstract

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.