In-game Advertising and Generative AI: The Effects of Personalisation on AI-Generated In-Game Advertising Effectiveness
JM
Jingyi Ma
University of Bristol
MG
Meng-Jie Guan
Iscte-Instituto Universitário de Lisboa
WZ
Wenzhen Zhang
University of Bristol
JS
Jingyang Shen
Sichuan University of Media and Communications
Marketing and Retail
Developmental Paper Session
Paper
Marketing and Retail Developmental Paper Session (1)
BAM2026 Conference
