...Kelley Cours Anderson; Ashley Hass; Karen Anne Wallach; Breanne A. Mertz; Ghalia Shamayleh; Debbie Laverie; Celia Van Wickel; Sara Robin Purpose Phygital experiences, where digital and physical realities converge, are often positioned as offering the “best of both worlds” for consumers and brands...

... of the authors’ knowledge, this is the first empirical study to investigate Generation Z’s cultural engagement through a phygital lens in the museum sector. It offers actionable insights for service managers on designing emotionally resonant and socially connected phygital experiences, redefining museums...