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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.

This study sought to populate a concise set of guidelines for use of the case study research methodology and evaluate the adequacy with which the methodology has been used previously within both the positivist and interpretivist domains of architectural research.

Firstly, the study set out to establish, from the literature, the nature of the case study methodology. Thereafter, a set of guidelines for adequate use of the methodology was populated. The study, then, proceeded to examine selected architectural research papers that had used the case study methodology in order to evaluate the adequacy with which they had used the methodology. The research papers were randomly drawn from two major architectural research journals publishing scholarly work within the positivist and interpretivist paradigms.

Within the interpretivist domain of architectural research, the study found that there might exist some inadequacy in the way in which the case study methodology has been used.

Despite the popularity of the case study methodology, there have only been limited scholarly attempts at developing a set of guidelines with which to evaluate the adequacy of its usage, particularly within the context of architectural research. This lack of a concise set of guidelines might lead to inappropriate usage of the methodology. This study sought to undertake a review of the usage of the methodology within architectural research with two objectives, namely, populating a concise set of guidelines for use of the methodology and evaluating the adequacy with which the methodology has been used previously.

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 approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences.

The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields.

Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective.

One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested.

Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on “interpretivist neuroscience” and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions.

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 specific context of luxury consumption. The paper starts with a critique of current research, drawing particular attention to problems of reductionism, poor representativeness and weak contextualisation in research that adopts a positivist epistemology. The paper then highlights some of the contributions that interpretivist scholarship is making, and can potentially make, to our understanding of the experiential and humanistic aspects of luxury consumption, presented in a nuanced, discursive and deeply contextualised manner.

This commentary is informed by an in-depth examination of the methodology and approach adopted in the 327 most-recently published academic articles on luxury (from late-2021).

This opinion piece suggests the need for a sea-change in the way that scholars approach luxury research in online, offline and hybrid phygital settings to capture and convey its true complexity, diversity, contingency and contextuality and its emotional and symbolic character, and to help ensure that it delivers findings that are of relevance and value to luxury industry practitioners.

To the best of the authors’ knowledge, this is the first paper to look comprehensively and critically at the methodological approaches adopted by academics writing in the field of luxury consumption.

The purpose of this paper was to examine consumer perceptions of aesthetic attributes of textile-based assistive devices (ADs) and the language used by consumers to express those perceptions and concerns. Previous investigations of user feedback for ADs have largely focused on functional attributes rather than aesthetics.

An interpretivist research philosophy was selected to investigate the meaning behind consumer perceptions and to understand their viewpoints on the aesthetic dimensions of ADs. Using product reviews for two ADs sold on Amazon.com as data, the researchers conducted qualitative data analysis through coding and interpretation of meanings behind reviews to determine consumers’ perceptions related to their ADs.

The authors identified consumer concerns linking to aesthetics evidenced as a multisensory integration of visual, tactile and olfactory cues. Consumer-preferred language used to address aesthetic preferences was found to supplement the literature. Aesthetic considerations were found to be impactful on avoiding stigma and encouraging or discouraging continued use of the devices.

Findings may contribute to the development of textile-based ADs with improved aesthetics to enhance user experiences. New ways of using consumer language to interpret user needs may assist in future research and design practice for consumer products.

The use of consumer product reviews as a rich source of user data is discussed in this paper. As previous research on assistive technology has largely focused on functionality, results of this analysis offer insight into consumers’ aesthetic judgments related to ADs and bring a sensory perspective to the research area.

This study adds to the existing body of knowledge on the benefits to learners of using an interdisciplinary design thinking (DT) pedagogical approach taking the form of a micro credential with an extra curricula workshop.

The interpretivist research examined opinion via nine semi-structured interviews with learners who had participated in a workshop. The interviews focussed on demographic information, learning strategies, workshop interdisciplinary benefits and being taught via DT. The recorded interviews and transcriptions were analysed via NVivo and content analysis.

The results are themed into development opportunities, future learning, making meaning and sense and practical application of knowledge and skills reflection for the students. The DT pedagogy worked well for the students who confirmed university learning should be this way, adding to the debate on embedding engaging interdisciplinary methods to embed entrepreneurship and innovation in the curriculum.

The research is original as the use of DT has added value to the students' development and mindset. Developing graduates this way benefits the local and national economy, as the reach of graduates' transferability makes them fit for the future.

Drawing on an intersectional perspective on racial, migrant and entrepreneurial identities, this paper investigates the identity work of racial minority entrepreneurs with native-born and migrant backgrounds, confronted to experiences of othering in a White entrepreneurial ecosystem.

The study takes a qualitative-interpretivist approach and builds on six cases of racial minority entrepreneurs in nascent stages of venture development within the Dutch technology sector. The dataset comprises 24 in-depth interviews conducted over the course of one and a half year, extensive case descriptions and online sources. The data is thematically and inductively analysed.

Despite strongly self-identifying as entrepreneurs, the research participants feel marginalised and excluded from the entrepreneurial ecosystem, which results in ongoing threats to their existential authenticity as they build a legitimate entrepreneurial identity. Minority entrepreneurs navigate these threats by either downplaying or embracing their marginalised racial and/or migrant identities.

The study contributes to the literature on the identity work of minority entrepreneurs. The paper reveals that, rather than “strategising away” the discrimination and exclusion resulting from othering, racial minority entrepreneurs seek to preserve their sense of existential authenticity and self-worth, irrespective of entrepreneurial outcomes. In so doing, the study challenges the dominant perspective of entrepreneurial identity work among minority entrepreneurs as overly instrumental and market-driven. Moreover, the study also contributes to the literature on authenticity in entrepreneurship by highlighting how racial minority entrepreneurs navigate authenticity threats while building legitimacy in a White ecosystem.

The physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile production tools have empowered anyone with a mobile phone to become a media content creator. Accordingly, this paper aims to present a multi-method approach for creating phygital projects that involve people as active participants rather than mere subjects who collaborate with the researchers to tell their stories.

Research participants can embrace diverse roles, serving as co-researchers, content creators, curators and collaborators. The authors use various engagement strategies with the research participants, who are often marginalized or underrepresented, to encourage their participation and give them agency and creative control. Thus, we also use a participatory action research approach to help advocate for the participants’ facial equality concerns.

Collaborative videography embraces the mosaic of voices expressing intricate social issues. In this project, research participants with “facial differences” explain their experiences in facing society.

By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research participants, effectively engages the audience and explains how phygital research methodologies can be used in interpretive consumer research, particularly in co-creating films that capture strong visuals.

Scholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors.

The study consists of 49 qualitative interviews with managers operating in different industries.

The paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view.

This study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships.

Waste has been a major challenge in the construction industry. Lean concepts have been adopted in developed nations to overcome waste. However, developing countries are still faced with the challenge due to a lack of strategies for effective lean knowledge by construction practitioners. The purpose of this research is to identify the strategies for lean knowledge in the future Nigerian construction industry.

This was achieved through a case study of a Nigerian university. Assignments and questionnaires were the two instruments used for data collection in the study. Content analysis was adopted to analyse the data obtained from the assignments, while statistical tools such as correlation and ANOVA analysis were used to analyse the questionnaire data.

The findings of the study showed that the introduction of lean theory into students’ academic curriculum, lean practical classes and collaboration between universities, industry and lean construction institutes are some of the critical strategies for adequate lean knowledge in the future Nigerian construction industry.

The study is case-based and focused on a single university. The study did not also put clients’ level of lean knowledge as well as future required acquaintance into consideration.

This study is important as it will enable students to have an adequate understanding of the concept of lean construction right from a higher institution level. This study will enable students to put the knowledge into practice in the construction industry, hence eliminating waste or NVAAs in future construction projects.

The findings of the study could enhance concerted efforts by universities, lean construction institutes and the construction industry towards an intentional and systematic delivery of lean knowledge that will reduce waste in future Nigerian construction projects. Further studies should be carried out to identify the success factors required by clients for effective lean knowledge in construction projects.