British Academy of Management

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In-game Advertising and Generative AI: The Effects of Personalisation on AI-Generated In-Game Advertising Effectiveness

Jingyi Ma University of Bristol

Meng-Jie Guan Iscte-Instituto Universitário de Lisboa

Wenzhen Zhang University of Bristol

Jingyang Shen Sichuan University of Media and Communications

Marketing and Retail Developmental Paper Session Paper

Marketing and Retail Developmental Paper Session (1)

BAM2026 Conference