Annarita Sorrentino is Senior Assistant Professor of Marketing at the Department of Management and Quantitative Studies of University of Naples Parthenope, where she is teaching Marketing and digital marketing. Annarita has been a visiting scholar at Middlesex University, Leeds Beckett University, University of Monastir and University of Kairouan (Tunisia). His main research interests are related to the customer experience management, consumer behaviour, immersive technologies. She has authors of two books and numerous scientific articles published in top journals such as International Journal of Contemporary Hospitality Management, Management Decision, Business Process Management Journal, British Food Journal. She has also taken part in several marketing projects financed by Italian Regions and municipalities. Since 2015 she is an official supervisor and coordinator of Parthenope University for the organization and management of the Italian Marketing Prize broadcasted by the Italian Marketing Association. In 2019 Annarita has been working on a research grant titled “Measuring the effectiveness of online announcements with neuromarketing techniques” granted by Italian Marketing Association.