Rahul Kumar, Shubhadeep Mukherjee, Indranil Bose. Metaverse advertising and promotional effectiveness: The route from immersion to joy. Decision Support Systems, 189:114386, 2025. [doi]
@article{KumarMB25,
title = {Metaverse advertising and promotional effectiveness: The route from immersion to joy},
author = {Rahul Kumar and Shubhadeep Mukherjee and Indranil Bose},
year = {2025},
doi = {10.1016/j.dss.2024.114386},
url = {https://doi.org/10.1016/j.dss.2024.114386},
researchr = {https://researchr.org/publication/KumarMB25},
cites = {0},
citedby = {0},
journal = {Decision Support Systems},
volume = {189},
pages = {114386},
}