..., this research conceptualizes binge delivery as a multidimensional behavioral practice driven by utilitarian, emotional, symbolic and status-related gratifications in the context of phygital online-to-offline (O2O) platforms, such as food delivery apps. Design/methodology/approach This study adopts...

... network analysis (SemNA) as one possible solution to these challenges, showcasing its potential for consumer and marketing researchers through three application areas in phygital contexts. Design/methodology/approach This paper outlines three general application areas for SemNA in phygital contexts...

...Alex Yao; Naythan Chan; Nansheng Yao Purpose Due to rapid digitalization, the emergence of the “phygital” environment, which blends physical and digital experiences, creates unique challenges for researchers. This paper aims to introduce an interpretivist methodological framework designed...

...Cristina Mele; Irene Di Bernardo; Angelo Ranieri; Tiziana Russo Spena Purpose The study aims to delve into the “phygital customer journey” (PCJ), which merges physical and digital interactions in customer experiences, using a practice-based lens to reveal the underlying dynamics of these blended...

...Matt Johnson; Rob Barlow Purpose The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual...

...Michael J.G. Parnwell; Kelly Meng Purpose This paper aims to contribute to this special issue on interpretivist research methodologies and the phygital consumerist landscape by exploring some underlying issues within the specific context of luxury consumption. The paper starts with a critique...

...Wided Batat Purpose In this viewpoint article, the author proposes “experiential research” as a comprehensive and integrative methodological framework researchers can apply for data collection and analysis in a hybrid setting: “phygital,” combining physical places and digital spaces. This thought...