Xinyi “Serena” Yang is a Doctoral Researcher with the Gamification Group at Tampere University. She holds a Master’s degree in Marketing from the University of Oulu, Finland. Previously, her research focused on chatbots and consumer experiences. Currently, Yang’s research interests span gamification, marketing, sustainable consumption, multisensory experiences, the metaverse, and extended reality (XR). Her goal is to explore how cutting-edge technology can aid modern companies in digitalization, enhancing their marketing strategies for improved performance and optimized customer experiences.