João Guerreiro (PhD) is an Assistant Professor at ISCTE-IUL, Portugal. His scientific research interests rely on Pro-Environmental Behavior, Virtual and Augmented Reality, and the implications of Artificial Intelligence for Marketing. He published in international scientific journals such as Tourism Management, Journal of Business Research, Journal of Business Ethics and European Journal of Marketing. Best paper award at Global Management Conference 2019 GAMMA Paris, Honorable mention.