João Guerreiro, PhD Marketing (ISCTE-IUL, Portugal), Associate Professor of Marketing with Habilitation and integrated researcher at BRU-IUL. Research interests focused in the area of ​​Consumer Behavior and Relationship Marketing, namely in the implications of technologies (Augmented Reality, Virtual Reality, Artificial Intelligence, IoT) for Marketing, with published articles in several scientific journals such as Tourism Management, Journal of Business Research, Journal of Sustainable Tourism, Journal of Business Ethics among others. Director of the Master in Marketing at ISCTE-IUL between 2017 and 202. Professional experience as a senior consultant in Business Intelligence projects.