Figure 5
Exemplar studies are organised into first order codes that contribute to emotional value creation or emotional value destruction, which together form phygital emotional value outcomes. Emotional value creation consists of positive emotions and hedonic motivation, work life balance and sense of wellbeing, happiness, excitement and fun, and empowerment and sense of safety. Positive emotions and hedonic motivation are supported by Osakwe et al. 2024, Pal et al. 2025, and Bonfanti et al. 2023. Work life balance and sense of wellbeing are supported by Boyraz and Gilbert 2024, and Tackett et al. 2025. Happiness, excitement and fun are supported by Mele et al. 2021, and Bonfanti et al. 2023. Empowerment and sense of safety are supported by Jackson et al. 2024, and Henry and Bradford 2025. Emotional value destruction consists of negative emotions including disappointment, frustration, and anger, negative wellbeing including burnout, and technology anxiety and techno stress. Negative emotions are supported by Guzzetti et al. 2023, and Mele et al. 2021. Negative wellbeing is supported by Mikkelson et al. 2024, and Standaert et al. 2025. Technology anxiety and techno stress are supported by Osakwe 2024, and Harunayamwe and Kanengoni 2023. Both emotional value creation and emotional value destruction contribute to phygital emotional value outcomes.Emotional value outcomes