Issues

The future of interpretivist research methodology is phygital: towards smart data to address marketplace and consumer paradoxes in hybrid (physical & digital) settings

Guest editorial: The phygital research paradigm: philosophical foundations for examining consumer experiences and behaviors in hybrid physical-digital realms

Wided Batat
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An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

Yann Levy; Ouidade Sabri
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Phygital customer journey: a practice-based approach

Cristina Mele; Irene Di Bernardo; Angelo Ranieri; Tiziana Russo Spena
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How to make a collaborative videography using Phygital affordances to study sensitive topics

Lena Cavusoglu; Russell W. Belk
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Methodological fitness-for-purpose in the phygital age: the case of luxury

Michael J.G. Parnwell; Kelly Meng
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Understanding consumer behavior in phygital environments: an interpretivist methodological framework

Alex Yao; Naythan Chan; Nansheng Yao
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Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account

Matt Johnson; Rob Barlow
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Semantic network analysis in consumer and marketing research: application areas in phygital contexts

Jonathan David Schöps; Philipp Jaufenthaler
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Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions

Dong-Jin Lee; Grace B. Yu; M. Joseph Sirgy
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Transforming qualitative research in phygital settings: the role of generative AI

Bernd Schmitt
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