Qual Mar Res
Introduction
Qualitative Market Research, 27(3)
POSTING TYPE: TOCs
Special issue: The future of interpretivist research methodology is phygital: towards smart data to address marketplace and consumer paradoxes in hybrid (physical & digital) settings
Guest editors: Wided Batat
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 []
Phygital customer journey: a practice-based approach
—Cristina Mele, Irene Di Bernardo, Angelo Ranieri, Tiziana Russo Spena []
How to make a collaborative videography using Phygital affordances to study sensitive topics
—Lena Cavusoglu, Russell W. Belk []
Methodological fitness-for-purpose in the phygital age: the case of luxury
—Michael J.G. Parnwell, Kelly Meng []
Understanding consumer behavior in phygital environments: an interpretivist methodological framework
—Alex Yao, Naythan Chan, Nansheng Yao []
Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account
—Matt Johnson, Rob Barlow []
Semantic network analysis in consumer and marketing research: application areas in phygital contexts
—Jonathan David Schöps, Philipp Jaufenthaler []
Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions
—Dong-Jin Lee, Grace B. Yu, M. Joseph Sirgy []
Transforming qualitative research in phygital settings: the role of generative AI
—Bernd Schmitt []