The influence of human factors on 360∘ mulsemedia QoE

•360∘ mulsemedia has the potential to inspire and enrich experiences for Generation Z.•Evidence that patterns of prior media usage and smell sensitivity play also an important role in influencing users QoE in 360∘ mulsemedia.•Gender is an important factor to consider when setting up the intensities of multisensory effects - with women displaying an increased sensitivity compared to men.•Participants who watch dynamic video content tend to have a better 360∘ mulsemedia experience, while those who watch more static content have the lowest.