“…Finally, mixed or "hybrid" reality is defined as the mixing of physical and digital reality (Pimentel and Teixeira, 1993;Wu et al, 2013;Di Tore et al, 2020). Thanks to the integrated use of emerging technologies (digital twins, block chain, holography, IoT) (Center for Journalism Studies of Tsinghua University, 2021; Kang, 2021;Lv et al, 2022;Park and Kim, 2022;Prieto et al, 2022), the metaverse is nowadays assumed as extended reality (XR), that effectively integrates and overcome the simple sum of augmented, mixed and virtual reality technologies (Park and Kim, 2022;Tu et al, 2023 -see Figure 1). Specifically, in the metaverse interaction performance, evaluation and user emotional responses would be made more vivid by an interaction-feedback system guided and mediated by artificial intelligence that analyzes numerous data in real time (Hennig-Thurau et al, 2023) -see Figure 2.…”