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Keywords: Phygital
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Journal Articles
Phygital marketing: transforming engagement and satisfaction of the Indian digital natives
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–25.
Published: 08 April 2026
...Anchal Luthra; Shivani Dixit; Anamica Singh; Seema Garg Purpose This study aims to examine the collective impact of physical and digital (phygital) marketing strategies on transforming customer engagement and satisfaction in the Indian tourism sector. The need to integrate physical and digital...
