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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 consumer well-being using qualitative research methods.

With the increase in consumers’ online and offline interactions, there is a greater need for marketers to prompt integrated consumer experiences (i.e. integrated customer experiences through online and offline interactions). The authors developed this essay based on a literature review of phygital experiences and consumer well-being.

This commentary provides suggestions on how to expand the conceptual boundaries of phygital experiences by examining the effects of consumer phygital experiences in relation to consumer need satisfaction, consumer happiness and benefits to the firm. The commentary also includes several methodological suggestions that can guide future qualitative research.

The value of this commentary involves insights about research methods stimulated by the current research on consumer well-being.

This paper aims to investigate, upon taking into consideration both symmetric and asymmetric effects, how the economic and psychological impact of the coronavirus disease 2019 (COVID-19) pandemic, solidarity and future anxiety affect travel intention and the willingness to support a destination (WSD). Furthermore, the study sheds light on whether these relationships vary between domestic and international destinations.

The data are collected from 379 potential tourists. To detect and analyze the symmetrical and asymmetric effects, the covariance-based structural equation modeling (CB-SEM) and the fuzzy-set qualitative comparative analysis (fsQCA) are employed, respectively.

It is observed that, whereas only the effects of solidarity on travel intention and WSD differ in the CB-SEM, the fsQCA results include different recipes for the two groups.

There has not been much research done yet on the influence of future anxiety on tourists' decisions. Furthermore, it has not been thoroughly investigated whether solidarity has a different function for destinations within and outside of the country. In this respect, the study of both symmetric and asymmetric effects represents an important contribution to the literature.

This paper aims to examine how the fields of social enterprise, social entrepreneurship and social innovation have theorised and applied the concepts of narrative and storytelling.

A literature review and subsequent thematic analysis were used. A keyword search of three databases identified 93 relevant articles that were subsequently reviewed for this paper.

Four main roles for storytelling and narrative were found in the literature: to gain support for social innovation, to inspire social change, to build a social-entrepreneurial identity and to debate the meaning and direction of social innovation itself.

Following the literature review, capacities and applications of storytelling and narrative in other, related fields are discussed to highlight practical use cases of storytelling that might currently be underdeveloped in the social enterprise and innovation sectors.

The paper argues that the social innovation and enterprise literature predominantly views storytelling as a form of mass communication, while often overlooking its ability to foster communal debate and organise intrapersonal dialogue as possible aspects of strategic thinking and innovation management in social enterprise, social entrepreneurship and social innovation.

Using perspectives from the technology affordance and social capital theories, this study aims to unpack the process through which platform-enabled co-development unfolds in supply chain contexts. Specifically, it explores how innovation outcomes can be fostered through platform affordances and supply chain relationship (SCR) capital.

The paper integrates literature on digital platforms, SCRs and co-development to produce an integrative framework, developing propositions on the relationships among digital platforms, SCR capital and innovation outcomes.

The authors identify affordances for distinctive strategic use of platforms: value co-creation, relationship building and strategic learning. The authors discuss ways in which each affordance contributes to the advances in SCR capital, thus altogether enabling focal firms to orchestrate and integrate internal and external resources to attain incremental and radical innovation.

Based on the proposed research framework, further empirical studies can use quantitative data to measure the relationship between affordances and SCR capital and use longitudinal case studies to explore how affordances and SCR capital evolve to provide more fine-grained and contextualised information in different research settings.

This paper sheds light on how the relation between the adoption of digital platforms and SCR capital shapes digitally enabled service co-development. The authors provide an alternative explanation of resource integration in platform-mediated supply chain contexts and enrich the related literature on how digital platforms can maximise value from introducing ambidextrous innovation by leveraging internal and external resources.

Due to rapid digitalization, the emergence of the “phygital” environment, which blends physical and digital experiences, creates unique challenges for researchers. This paper aims to introduce an interpretivist methodological framework designed to understand consumer behavior in phygital environments. The framework enables an in-depth exploration of the contextual factors, subjective experiences, personal emotions and social networks that influence consumer behavior in this space.

The framework was developed after a thorough literature review of the phygital environment and interpretivist research landscape. Consistent with the phygital transformation theory, this approach allows researchers to go beyond the limitations of purely quantitative methods, gaining a deeper understanding of consumer behavior in phygital environments. The framework is organized into four meticulously designed pillars, each focusing on specific aspects of research and using distinct data collection and analysis approaches.

The systematic framework facilitates exploration of various dimensions of consumer experiences in phygital settings through qualitative research techniques. Uncovering the richness of contextual factors, subjective meanings, consumer experiences and social interactions within the phygital environment yields meaningful insights into consumer decision-making and preferences. These insights help marketers craft better phygital marketing strategies.

This interpretivist framework presents a unique approach for researchers hoping to investigate consumer behavior in phygital environments. It offers deep insights and understanding of this largely unexplored space, contributing to the evolving body of knowledge in phygital studies.

The objective of this investigation is to examine the correlation between green transformational leadership (GTL) and organizational green innovation (GI) by employing a mediation model. Drawing upon the social cognitive theory and natural resource-based view, the present study explores the role of green creativity (GC) as a mediating variable in the relationship between GTL and GI in the hotel industry.

The research was conducted in Italian luxury hotels to assess the efficacy of our conceptual framework among workers in the hospitality industry. The study utilized a three-wave 2-week time-lagged design (N = 303). In addition, the study also intends to apply the Partial Least Squares – Structural Equation Modelling (PLS-SEM) and the fuzzy qualitative comparative analysis (fsQCA) to have distinctive discernment into model rapport.

The results of the study indicate the linkage between GTL and GI. Furthermore, the study also found the partial mediation of GC of employees. The results show numerous combinations using fsQCA that can be utilized to increase green performance (GP).

The study helps the hotel industry maximize its performance by unravelling irregular relationships. Therefore, it contributes by explaining previously unexplored factors and elucidating causal recipes to build a higher GP base through GTL, GC and GI. The research findings hold significant implications for comprehending the effects of GTL on organizational GI as well as its influence on GP. The limitations of the study are discussed for avenues of future research.

The purpose of this paper is to examine the effects of physical environment design (PED) and its antecedents on consumers’ emotional well-being (EWB). Drawing on place identity and emotional theories, the study aims to provide a new perspective to retail store experiences.

A survey of 800 respondents was conducted in London, out of which 764 responses were constructively used. The data was collected from international retail outlets, and structural equation modelling was used to analyse the data.

The empirical results show that PED has a positive effect on consumers’ EWB. Among the antecedents, visual identity does not have any significant effect on PED and EWB. In contrast, communication had a significant effect on PED but did not have any effect on EWB, and further, cultural heritage had a positive effect on both PED and EWB. Further, moderator analysis identifies the boundary conditions under which specific theories hold.

The value of this paper lies in its potential to be used for creating the perfect design planning in retail stores. Significant implications for managers and researchers are highlighted.

This paper presents an innovative approach to develop the principles of retail store’s PED to support the EWB of consumers.

This paper aims to investigate the influential aspects of industrial branding in building customer brand engagement from the buyer’s and the seller’s points of view. Collecting buyer and seller information is essential to understand business-to-business interaction better. Buyer’s and seller’s perspective integration is significant for stakeholders to develop proper strategies to achieve customer brand engagement.

This study uses a structural equation model to examine the antecedents of customer brand engagement from the buyer’s perspective; then, the result is compared with the seller’s view by conducting an analytical hierarchy process. The authors exercise 140 valid data from the buyer’s industry and 9 experts from the seller’s industry.

This study finds that in developing customer brand engagement, rational brand quality is the most influential from the buyer’s view and top priority from the seller’s view. Surprisingly, both parties have different perspectives about the second and third priorities. The buyers put emotional brand associations as a second priority; perceived value is meaningless and insignificant. On the contrary, the sellers set the perceived value as the second priority and emotional brand associations as the last.

The respondents from the buyer industry cover various industries, and the research is limited to the buyer and the seller in the chemical polymer emulsion market, a market where product quality and application quality on the buyers’ side are essential and where the buyer–seller interaction is intense. Replicating the study in other industries and cultural backgrounds is recommended for generalization.

The paper’s novelty is that there are different priorities and perspectives from the buyer’s and the seller’s views. This study contributes to industrial brand engagement research studies. Investigation of the buyer’s and the seller’s perspectives in industrial brand engagement research studies is still limited.