Advances in marketing, customer relationship management, and e-services book series,
Journal Year:
2025,
Volume and Issue:
unknown, P. 223 - 250
Published: Jan. 31, 2025
Considering
avatars
as
virtual
identities
in
digital
universes,
and
according
to
the
scarcity
of
previous
research
on
impact
generated
by
them,
this
study
delves
into
avatars'
emergence
personal
brands
within
metaverses,
assessing
mediation
AI
design
process
evaluating
user
experience
advertising.
After
carrying
out
a
mixed
methodology
based
survey
users,
interviews
active
companies
metaverses
specialists;
content
analysis
metaverse
platforms,
it's
been
proved
that
are
revolutionizing
communications,
allowing
immersive
interactions
implementation
experiences
advertising
formats.
Findings
also
reveal
relevance
process,
promoting
match
real
personalities
through
customization
encouraging
connections
between
users
go
beyond
screen.
Italian Journal of Marketing,
Journal Year:
2023,
Volume and Issue:
2023(3), P. 323 - 349
Published: March 22, 2023
Abstract
The
label
“phygital”
(physical
plus
digital)
has
been
proposed
to
describe
how
companies
try
engage
customers
due
the
exploitation
of
smart
technologies.
Although
used
mainly
by
practitioners,
research
into
phygital’s
theoretical
development
is
lacking.
We
conduct
a
systematic
literature
review
obtain
an
overall
vision
phenomenon
and
understand
scientific
debate
uses
term.
in-depth
analysis
allows
for
identification
four
main
aspects:
(1)
objects
applications,
(2)
context
(space/place),
(3)
customer
journey,
(4)
shopping
(retail)
experience.
Using
antecedents,
decisions,
outcomes
model,
we
offer
interpretation
in
more
comprehensive
framework.
use
physical
digital
applications
(i.e.,
phygital
resources)
spaces
places)
affect
journey
manner
enable
new
forms
suggest
specific
avenues
develop
construct.
Service Industries Journal,
Journal Year:
2023,
Volume and Issue:
43(15-16), P. 1140 - 1172
Published: Sept. 21, 2023
Although
it
is
still
at
the
inception
stage,
Metaverse
likely
to
revolutionize
service
marketing
and
management
by
disrupting
existing
business
strategies,
consumer
norms,
practices.
However,
most
of
research
focuses
on
co-creation
metaverstic
experiences
in
terms
interaction,
but
not
purchase
experience
process
actual
products
services.
This
study
proposes
a
conceptual
framework
that
explains
how
why
will
have
significant
impacts
creation
delivery
experiences,
those
through
provision
functional
hedonic
benefits
various
stakeholders.
also
discusses
potential
mitigating
decision
risks
attributed
uncertainties
associated
with
offerings,
information
overload,
confusion
ecosystems
customers'
journey.
Since
adoption
implications
for
all
stakeholders
while
presenting
challenges,
challenges
are
discussed.
provides
agenda
investigate
possible
industries.
Journal of service management,
Journal Year:
2022,
Volume and Issue:
34(1), P. 10 - 33
Published: Oct. 4, 2022
Purpose
Because
new-age
technologies
are
gaining
a
broader
interest
among
service
scholars
and
practitioners,
it
is
critical
to
identify
these
examine
the
roles
they
play.
The
examination
needs
be
conducted
design
engaging
customer
experiences
in
new
phygital
settings
that
connect
physical
digital
environments.
This
review
article
aims
provide
researchers
with
comprehensive
integrative
extended
reality
technology
(ERT)
framework.
framework
serves
as
basis
for
an
all-inclusive
view
of
ERT
types
order
explore
different
used
experiences.
Design/methodology/approach
reviews
prior
works
on
role
plays
terms
across
various
fields
research,
including
consumer,
marketing
literature.
Adopting
experiential
perspective
well
considering
consumer
standpoint,
this
defines
scope
by
identifying
categories
their
effects
related
Findings
proposed
offers
directions
future
research
adopting
approach
categorize
additional
technological
devices,
platforms
tools
can
considered
following
several
extension
processes.
These
processes
enhance
cognitive,
social,
sensory
contextual
dimensions
experience
thus
create
continuum
value
from
vice
versa.
Research
limitations/implications
Companies
providers
may
benefit
new,
comprehensive,
focused
assembles
technology.
utilized
deliver
spaces
inversely.
Originality/value
No
have
occurring
setting:
phygital.
By
embracing
provided
article,
dynamics
positively
or
negatively
affect
consumption
settings.
Competitiveness Review An International Business Journal incorporating Journal of Global Competitiveness,
Journal Year:
2023,
Volume and Issue:
34(1), P. 92 - 106
Published: Nov. 17, 2023
Abstract
Purpose
Phygital
emerges
as
a
promising
phenomenon,
it
uses
innovative
technologies
to
connect
digital
spaces
and
physical
places
that
provide
customers
with
an
interactive
unique
experience.
Drawing
the
stimuli–organism–response
(S-O-R)
framework,
study
aims
examine
phygital
customer
experience
by
using
key
drivers
their
effect
on
engagement
(CE),
trust
(TRU)
patronage
intentions
(PI).
Design/methodology/approach
Data
were
obtained
convenience
sampling
from
389
respondents
northern
parts
of
India
between
December
2022
February
2023.
After
checking
reliability
validity,
"variance-based
structural
equation
modeling"
has
been
applied
obtain
results.
Findings
The
outcomes
reported
stimuli
constructs
such
brand
(CBE),
service
quality
(SQ)
emotions
during
(EDS)
significantly
influence
organism
(CE).
However,
pain
points
(PP)
have
statistically
insignificant
impact
CE.
Further,
also
reveal
positive
relation
response
variables
(i.e.
CE,
TRU
PI).
Practical
implications
This
study's
results
offer
strategic
insights
enhance
CE
PI,
ultimately
contributing
advancement
retail
banking
industry.
financial
provider
must
prudently
interrelate
platforms
make
journey
fruitful.
Originality/value
To
best
authors'
knowledge,
this
is
first
look
at
PI
active
in
national
capital
region,
S-O-R
framework.
International Journal of Retail & Distribution Management,
Journal Year:
2023,
Volume and Issue:
51(13), P. 81 - 100
Published: June 30, 2023
Purpose
This
study
focuses
on
memorable
customer
shopping
experience
design
in
the
sporting
goods
retail
setting.
It
aims
to
identify
phygital
customers'
needs
and
expectations
that
are
satisfied
through
in-store
technologies
detect
strategies
use
these
make
store
attractive
experiential.
Design/methodology/approach
exploratory
adopted
a
qualitative
research
methodology,
specifically
multiple-case
study,
by
performing
semi-structured
interviews
with
managers.
Findings
Sporting
retailers
various
create
experience,
including
devices,
mobile
apps,
wireless
communication
technologies,
activations,
support
intelligent
stations,
sensors.
To
improve
journey
meet
for
utilitarian,
hedonic,
social,
playfulness
experiences.
Purely
physical
or
digital
strategies,
as
well
identified.
also
proposes
model
of
retailers.
Practical
implications
managers
can
invest
multiple
designing
environment
according
playful
In
addition,
they
specific
push
increase
engagement
and,
turn,
brand
loyalty.
Originality/value
highlights
how
experiential
be
created
new
improved
reference
stores.
Qualitative Market Research An International Journal,
Journal Year:
2024,
Volume and Issue:
27(3), P. 413 - 432
Published: Jan. 12, 2024
Purpose
The
physical
filmmaking
landscape
has
been
transformed
by
the
emergence
of
digital
platforms
that
foster
interaction
and
dialogue.
accessibility
affordability
mobile
production
tools
have
empowered
anyone
with
a
phone
to
become
media
content
creator.
Accordingly,
this
paper
aims
present
multi-method
approach
for
creating
phygital
projects
involve
people
as
active
participants
rather
than
mere
subjects
who
collaborate
researchers
tell
their
stories.
Design/methodology/approach
Research
can
embrace
diverse
roles,
serving
co-researchers,
creators,
curators
collaborators.
authors
use
various
engagement
strategies
research
participants,
are
often
marginalized
or
underrepresented,
encourage
participation
give
them
agency
creative
control.
Thus,
we
also
participatory
action
help
advocate
participants’
facial
equality
concerns.
Findings
Collaborative
videography
embraces
mosaic
voices
expressing
intricate
social
issues.
In
project,
“facial
differences”
explain
experiences
in
facing
society.
Originality/value
By
experimenting
frameworks
combining
interactions
(such
in-person
meetings)
like
Zoom
media,
suggest
honors
authentic
stories
effectively
engages
audience
explains
how
methodologies
be
used
interpretive
consumer
research,
particularly
co-creating
films
capture
strong
visuals.
