Qualitative Market Research: Volume 27 Issue 3

Guest editorial: The phygital research paradigm: philosophical foundations for examining consumer experiences and behaviors in hybrid physical-digital realms

Wided Batat

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

Yann Levy, Ouidade Sabri

This study aims to introduce and define the concept of phygital brand community (PBC). It discusses the potential conflicts that can arise from engaging in multiple PBCs and…

Phygital customer journey: a practice-based approach

Cristina Mele, Irene Di Bernardo, Angelo Ranieri, Tiziana Russo Spena

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…

How to make a collaborative videography using Phygital affordances to study sensitive topics

Lena Cavusoglu, Russell W. Belk

The physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile…

Methodological fitness-for-purpose in the phygital age: the case of luxury

Michael J.G. Parnwell, Kelly Meng

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…

Understanding consumer behavior in phygital environments: an interpretivist methodological framework

Alex Yao, Naythan Chan, Nansheng Yao

Due to rapid digitalization, the emergence of the “phygital” environment, which blends physical and digital experiences, creates unique challenges for researchers. This paper aims…

Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account

Matt Johnson, Rob Barlow

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…

Semantic network analysis in consumer and marketing research: application areas in phygital contexts

Jonathan David Schöps, Philipp Jaufenthaler

Large-scale text-based data increasingly poses methodological challenges due to its size, scope and nature, requiring sophisticated methods for managing, visualizing, analyzing…

Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions

Dong-Jin Lee, Grace B. Yu, M. Joseph Sirgy

The purpose of this paper is to reflect on the construct of phygital experiences and provide ideas that may spur future research on phygital consumer experiences in relation to…

Transforming qualitative research in phygital settings: the role of generative AI

Bernd Schmitt

This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.