In today's rapidly evolving business landscape, the fusion of physical and digital experiences has given rise to a new phenomenon known as "phygitalization." Phygitalization refers to the convergence of physical and digital elements, where companies seamlessly integrate both realms to create a cohesive and immersive customer experience. This blending of the physical and digital worlds has significant implications for marketing strategies, prompting marketers to adopt new perspectives and approaches to engage and connect with their target audience. This new book, Marketing Perspectives on Phygitalization, examines the opportunities and challenges that this convergence presents and highlights strategies that companies can employ to leverage its full potential.
The book discusses the multifaceted nature of phygital marketing and provides valuable insights into how businesses can navigate this evolving landscape to stay relevant and competitive. Drawing upon the expertise of marketing professionals, industry leaders, and academic researchers, it offers a comprehensive overview of the key concepts, strategies, and best practices for leveraging phygitalization in marketing. The book introduces the antecedents to brand perception and brand loyalty and builds the perception of phygitalization on it. It explores the adoption of phygitalization in various industries, including the retail industry, the beauty industry, the medical industry, and others. The book also discusses concepts and ideas relevant to phygitalization such as augmented reality, social media, marketing, green consciousness, and more. In addition, it provides a practical perspective to phygitalization through case studies and focused discussions. The book also covers specialized topics such as transgender inclusivity in marketing strategy, customer satisfaction in online shopping, appealing to customers using neuro-advertising, etc.
Researchers and market experts will find strategies to implement in their marketing efforts. The information found here will also be of special value to entrepreneurs and others who want to unlock the full potential of the phygital world and transform their marketing efforts into engaging, memorable, and impactful experiences.
Examines the opportunities and challenges presented by phygitalization and highlights strategies companies in different industries can use to leverage its full potential. Discusses the multifaceted nature of phygital marketing and provides valuable insights into how businesses can navigate this evolving landscape.
1. Brand Performance, Innovation, and Brand Awareness Antecedents to
Brand Perception and Brand Loyalty
2. Marketplace to Marketspace: Footfalls
to Eyeballs
3. Adoption of Phygitalization in the Retail Industry: Benefits
and Challenges
4. Metaverse Marketplace Development
5. Augmented Reality in
Beauty Industry: The Effect of AR Characteristics on Impulse Buying Behavior
6. Retail Spatial: Conventional to Metaverse Retailing
7. Voices of People:
Social Media's Strategic Role in Building Marketing Communication
8. Impact
of Viral Marketing on Female Purchase Decision Towards Lifestyle Shopping
9.
Influence of Age on Patient Beliefs Related to Social Media Promotion of
Branded Drugs
10. Classification of Patients on Patient Empowerment: A Study
of Online Patient Support Groups
11. Towards A Cashless Economy - The Role of
Mobile Banking in India
12. Factors Affecting Customer Satisfaction on Online
Shopping: An Empirical Analysis
13. Marketing Perspectives on Phygitalization
14. Factors Affecting the Decisions of Online Buying Behavior in an Emerging
Economy
15. A Study on the Impact of Social Media Influencer's Reputation on
Consumer Online Conformity: The Mediating Role of Informational Influence
16.
Brand Experience Through Data Management: An Analytical Exposure in Indian
Restaurants
17. Integration of Phygitalization and the Potential for
Information Technology in Augmented Digital Technology of User Engagement
18.
Green Consciousness: A Study of Consumer Awareness in the Phygitalized World
19. Consumer-Brand Relationship: A Review and Future Scope
20. The Effects of
Digital Marketing Transformation Trends on Artificial Intelligence in B2B
Businesses: A Systematic Review
21. Transgender Inclusivity in Marketing
Strategy and Its Effect on Brand Equity
22. Impact of Social-Media on Buying
Behavior of Consumer
23. The Art of Appealing Customer Attitude by Dint of
Neuro-Advertising
Sudhir Rana, PhD, is a Faculty of Marketing and Strategy at the College of Healthcare Management and Economics at Gulf Medical University, United Arab Emirates. He has delivered over 300 keynote speeches and has led workshop sessions and webinars. He is Co-Editor-in-Chief of the South Asian Journal of Marketing as well as Editor of FIIB Business Review and a series editor for the book series Advances in Emerging Markets and Business Operations.
Priya Jindal, PhD, is an Associate Professor at Chitkara Business School, Chitkara University, Punjab, India. With over 16 years of experience, she has supervised PhD and MPhil scholars and has published many research papers. She has filed more than 14 design patents and six utility patents and has edited several books. Dr. Jindal has presented at and chaired many national and international conferences, including several IEEE conferences.
Indrajit Ghosal, PhD, is Associate Professor of Management & Commerce, Brainware University Barasat, Kolkata, India. He has more than 15 years of teaching experience and has published several books and book chapters and over 50 research papers in international journals. He also holds six patents. He has presented papers and case studies at international and national conferences, is a reviewer for several journals, and has been a keynote speaker, resource person, and chairperson.
Arpan Anand, PhD, is an Assistant Professor at the Jaipuria Institute of Management, India. Dr. Anands works have been published in national and international journals such as the International Journal of Emerging Markets, International Journal of Business and Globalization, and Journal of Service Research. He has been a guest faculty, scholar, guest editor, guest speaker, and session chair in India and abroad and is a reviewer for many renowned journals.
Subhadeep Mukherjee, PhD, is an Assistant Professor of Management Studies at Ramaiah University of Applied Sciences, India. He has many years of industry experience in the domain of HR and marketing and has published and presented at international and national conferences. He is the Co-Editor-in-Chief of Adhyatma: A Journal of Management, Spirituality and Human Values and is a reviewer for many international and national journals.
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