Malodia, Suresh2025-12-042025-12-042025Shukla, Y., Malodia, S., Kunz, W.H., & Francesca, M. (2025). Editorial: Unlocking immersion economy: Expanding the boundaries of immersive service experience. Journal of Theory and Practice. 35(5), 661-667. https://doi.org/10.1108/JSTP-09-2025-475https://ir.mica.ac.in//handle/123456789/10399enArticle