This book features the latest research in the area of immersive technologies as presented at the 7 th International Extended Reality (XR) Conference, held in Lisbon, Portugal in 2022.

Bridging the gap between academia and industry, it showcases the latest advances in augmented reality (AR), virtual reality (VR), extended reality (XR) and metaverse and their applications in various sectors such as business, marketing, retail, education, healthcare, tourism, events, fashion, entertainment, and gaming.

The volume gathers selected research papers by prominent AR, VR, XR and metaverse scholars from around the world. Presenting the most significant topics and latest findings in the fields of augmented reality, virtual reality, extended reality and metaverse, it will be a valuable asset for academics and practitioners alike.

Presents the state of the art in augmented reality, virtual reality and extended reality and Metaverse research Showcases the application of augmented reality, virtual reality and extended reality in various industries Bridges the gap between theory and practice for AR, VR and XR

Autorentext
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.

Inhalt
Opening and Closing Virtual Reality The Effects of Openness on Interpretation of and Attitude towards Virtual Reality Advertisements.- AR In-Store Solutions for Different Fashion Retail Environments: Retailers' Perspectives.- How Cognitive Flexibility Affects Sense of Power in a Coffee Virtual Setting: the Moderating Role of Personality Traits.- The Great Unknown: How Brand Familiarity Affects the Relationship Between Augmented Reality and Brand Attitude in the Retail Industry.- Augmented Reality (AR) Brand Storytelling: The Role of Flow in Attitude Formation and Associative Learning.