The phygital transformation: a systematic review and a research agenda

Cristina Mele (), Tiziana Russo Spena (), Marialuiza Marzullo () and Irene Bernardo ()
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Cristina Mele: University of Naples Federico II
Tiziana Russo Spena: University of Naples Federico II
Marialuiza Marzullo: University of Naples Federico II
Irene Bernardo: University of Naples Federico II

Italian Journal of Marketing, 2023, vol. 2023, issue 3, No 3, 323-349

Abstract: Abstract The label “phygital” (physical plus digital) has been proposed to describe how companies try to engage customers due to the exploitation of smart technologies. Although used mainly by practitioners, research into phygital’s theoretical development is lacking. We conduct a systematic literature review to obtain an overall vision of the phenomenon and to understand how the scientific debate uses the term. The in-depth analysis allows for the identification of four main aspects: (1) objects and applications, (2) context (space/place), (3) customer journey, and (4) shopping (retail) experience. Using the antecedents, decisions, and outcomes model, we offer an interpretation of the phenomenon in a more comprehensive framework. The development and use of physical and digital objects and applications (i.e., phygital resources) in a phygital context (i.e., spaces and places) affect the customer journey in a phygital manner to enable the development of new forms of phygital experience. We suggest specific research avenues to develop the phygital construct.

Keywords: Phygital label; Systematic literature review; ADO framework; Phygital transformation (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s43039-023-00070-7

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