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Keywords: Generation Z
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–17.
Published: 26 June 2026
...Cecilia Casalegno; Lea Iaia; Brigida Morelli; Mattia Tamiazzo; Marco Pironti Purpose This study examines how phygital museum experiences − hybrid interactions that blend physical and digital dimensions − can engage Generation Z by reactivating the inspirational function of museums...
