Prof. Timothy Jung is Chair Professor of XR and Director of Creative AR & VR Hub at Manchester Metropolitan University, UK. His research interests include AI, IoT, Big Data, Digital Twin and 5G powered immersive technology innovation for well-being and quality of life. Dr. M. Claudia tom Dieck is a project manager and research fellow at the Creative AR & VR Hub Manchester Metropolitan University, UK. She is exploring how new and innovative technologies can be utilised to enhance the user experience. Professor Sandra Loureiro is the director of the specialization in Marketing of the PhD in Management and is involved in a European Project that intends to connect researchers and managers of SMEs in terms of using VR, AR in business context. She is very interested in research in the customer-technology interactions.