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.
Marketing Intelligence & Planning,
Journal Year:
2022,
Volume and Issue:
41(1), P. 62 - 82
Published: Aug. 20, 2022
Purpose
This
study
investigates
shifts
in
luxury
consumers'
perceptions
regarding
consumption,
subsequent
changes
the
meaning
of
and
antecedents
observed
amidst
COVID-19
pandemic.
Design/methodology/approach
Overall,
145,
one-to-one
qualitative
interviews
were
conducted
online
with
consumers
data
acquired
was
analysed
using
NVivo.
Findings
Phygital
connectedness
access-based
consumption
are
future
for
well-being,
social
connectedness,
living
experience
rational
thoughtful
consumption.
Moreover,
distinct
symbols
(e.g.
conciseness
towards
societal
connotation
goods
empathy,
wisdom
maturity)
transformation
expectations
(for
self,
others
society
brands)
govern
behaviour.
Research
limitations/implications
The
pandemic
is
explained
along
a
continuum,
from
transforming
inner
selves
to
influencing
other
lives
society.
Practical
implications
Luxury
professionals
should
include
phygital
experience,
sustainability,
social–cultural
sensitivity,
symbolism,
mindfulness
thoughtfulness
marketing
strategies.
Originality/value
New
perspectives
have
enriched
realm
luxury.
Journal of Strategic Marketing,
Journal Year:
2022,
Volume and Issue:
32(2), P. 101 - 113
Published: Oct. 11, 2022
The
marketing
mix
encompasses
the
4Ps
used
to
design
tangible
offerings
and
7Ps
for
service
design.
&
constitute
an
integral
part
of
company's
strategy.
However,
there
has
been
a
surge
in
consumers
who,
rather
than
seeking
goods,
seek
experiences
that
occur
hybrid
settings,
namely
phygital
settings.
Combining
physical
digital
features
alongside
spread
technologies
environmental
changes
led
companies
reconsider
their
practices
by
shifting
from
product-centric
approach
more
experience-centric
way
thinking
doing.
Consequently,
these
marketplace
have
affected
consumers,
firms,
stakeholders,
and,
turn,
mix.
shift
rise
'experiential
mix'.
experiential
is
strategic
framework
lies
at
heart
movement.
uses
following
seven
pillars
(7Es):
experience,
exchange,
extension,
emphasis,
empathy
capital,
emotional
touchpoints,
emic/etic
process—to
help
firms
business
age.
Drawing
on
holistic
perspective,
we
define
relevant
areas
developments
answering
four
key
questions
–
what,
how,
where
related
novel
domains
scholars
should
consider
when
implementing
strategies,
tools,
frameworks,
methodologies.
Qualitative Market Research An International Journal,
Journal Year:
2023,
Volume and Issue:
26(3), P. 269 - 277
Published: March 16, 2023
Purpose
In
this
viewpoint
article,
the
author
proposes
“experiential
research”
as
a
comprehensive
and
integrative
methodological
framework
researchers
can
apply
for
data
collection
analysis
in
hybrid
setting:
“phygital,”
combining
physical
places
digital
spaces.
This
thought
piece
aims
to
advance
existing
research
methodology
frameworks
by
proposing
that
allows
marketing
examine
consumer
behaviors
phygital
settings.
Design/methodology/approach
An
experiential
is
proposed
reviewing
methodologies,
along
with
considering
new
consumption
context.
The
help
use
multiple
processes
create
rich
insights
develop
an
in-depth
understanding
of
settings,
such
phygital.
Findings
emphasizes
shift
thinking
four
main
types
methods
–
i.e.
screening,
interaction,
immersion
reflexivity
Originality/value
By
embracing
more
flexible
adaptable
behavior
scholars
deep
knowledge
examined
phenomenon
while
shifting
from
online
offline
fields,
inversely.
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2023,
Volume and Issue:
36(3), P. 715 - 735
Published: Sept. 26, 2023
Purpose
Digitalization
is
revolutionizing
the
retail
sector
as
today's
consumers
prefer
a
seamlessly
integrated,
fluid
and
irritation-free
shopping
experience
enhanced
with
artificial
intelligence
(AI)-powered
technologies.
Literature
highlights
gaps
in
understanding
of
an
omnichannel
context,
involving
aesthetic,
cognitive
affective
dimensions.
This
research
direct
effects
mechanism
triggered
presence
such
device.
Design/methodology/approach
A
sample
259
was
interviewed
at
point
sale.
Data
have
been
collected
after
two
concept
stores
belonging
to
same
fashion
brand:
(1)
not
equipped
AI-powered
technology
(2)
these
tools.
The
measurement
scales
were
validated
through
ANCOVA
analysis
causal
relationship
structural
equation
modeling.
Findings
results
show
that
in-store
technologies
connected
store
generates
higher
aesthetic
reaction
when
visiting
store,
absorption
flow
intent
purchase.
authors
further
investigate
underlying
by
this
technology,
which
enables
outline
their
consequences
regarding
purchase
intention.
Originality/value
study,
conducted
within
actual
France,
explores
impact
AI
environments
on
consumer
responses.
It
early
field,
shedding
light
rarely
explored
area.
authors’
addresses
significant
gap,
providing
insights
into
AI-driven
experiences.
Qualitative Market Research An International Journal,
Journal Year:
2023,
Volume and Issue:
27(3), P. 523 - 526
Published: Dec. 22, 2023
Purpose
This
commentary
discusses
the
value
of
generative
artificial
intelligence
(AI)
for
qualitative
research
in
phygital
settings
to
understand
customer
experience.
Design/methodology/approach
The
critical
and
logical
analysis
is
based
on
current
knowledge
AI.
Findings
Generative
AI
seems
very
useful
experience
should
be
used
projects.
can
provide
much-needed
validation
subjective
nature
also
generate
insights
beyond
human
intuition.
Research
limitations/implications
study
technology,
which
changes
fast.
In
future,
skills
researchers
may
become
outdated,
relegating
them
role
prompt
engineers.
Practical
implications
Technology,
especially
AI,
will
a
key
tool
practitioners
as
they
conduct
practical
research.
Social
Qualitative
overcome
potential
anti-technology
speciesism
embrace
Originality/value
provides
into
settings.
International Journal of Retail & Distribution Management,
Journal Year:
2025,
Volume and Issue:
unknown
Published: March 17, 2025
Purpose
Phygital
is
a
promising
phenomenon
that
employs
cutting-edge
technology
to
connect
digital
and
physical
spaces,
providing
users
with
interactive
experiences.
This
research
empirically
examines
the
factors
influencing
customer
loyalty
between
two
generational
cohorts
(Gen
X
Gen
Y)
towards
phygital
services
in
retail
banking
industry.
Design/methodology/approach
The
researchers
conducted
quantitative
study
through
self-administered
questionnaires,
which
included
493
respondents
from
Generation
(Gen)
509
Y.
“partial
least
square-structural
equation
modelling
(PLS-SEM)”
was
used
for
testing.
Findings
standardised
path
coefficients
show
Y,
trust
system
quality
significantly
influence
engagement
satisfaction;
however,
security
privacy
risk
have
an
insignificant
on
satisfaction.
Surprisingly,
perceived
value
influences
insignificantly
satisfaction
X.
Further,
substantially
affects
Moreover,
there
significant
association
engagement,
both
generations.
Practical
implications
present
unique
offers
insightful
several
stakeholders,
including
customers,
bank
managers
practitioners,
understand
potential
of
settings
transforming
landscape
transactions.
Originality/value
preliminary
investigation
concentrating
behaviour
Furthermore,
this
provides
valuable
contributions
literature
comparative
assessment
Y
by
shedding
light
unexplored
realm
perspective
developing
nation,
i.e.
India.
