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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.

We examined skill building techniques and changes over the course of a semester with pre and post-test data collection after implementing experiential learning assignments.

The Schutte Self-Report Emotional Intelligence Test (SEEIT) was used to measure emotional intelligence among students who interned for a 16-week period.

We found a significant difference using a paired samples t-test in SSEIT scores between the pre (M = 126.6, SD = 4.3) and the post-internship (M = 133.8, SD = 5.7) scores. t(5) = -5.61, p = 0.002. Students had an overall increase in mean scores over the course of one semester.

This was a pilot study that we completed to determine applicability of internship and increasing emotional intelligence. Overall, we saw an increase in EI in pre and post-test comparisons. This was a pilot study, so more research is needed on this topic.

Students were placed in situations during the internship process to help facilitate real world problems and were required to apply applicable textbook knowledge, develop theory-based activities and report their findings. Students worked with various age groups and learned how to work with a variety of populations including faculty, teachers, children and parents on a regular basis and this process contributed to their experience and potentially increased emotional intelligence over a 16-week period.

This research addresses the importance of emotional intelligence (EI) in career readiness and its role in potentially mitigating burnout in psychological professions.

This is important to those in the field of psychology and child development and family studies because it addresses concerns with the shortage of skilled and prepared workers.

The primary objective of this paper is to explore how space organizations can incorporate children and imagination in their accountability-based accounting and decision-making processes.

This study centers on stakeholder engagement with children, specifically examining the drawing competition associated with the CHaracterising ExOPlanet Satellite (CHEOPS) space exploration mission. We employ a multidimensional research design consisting of both an interpretive approach to the 2,748 space-related drawings submitted by children across Europe to the CHEOPS drawing competition in 2015 and a content analysis of 46 media releases published by ESA and the University of Bern, the key partners of the CHEOPS mission.

Our analysis of the children’s drawings and the CHEOPS media releases indicates that the related organizations account for some of the children’s visions and imaginations, but shortcomings exist in addressing the ethical and space environmental concerns related to space exploration. We explore implications for the space accounting agenda by applying the critical dialogic accountability framework proposed by Dillard and Vinnari (2019), which allows for a discussion on an outline for action by incorporating intergenerational equity (Thomson et al., 2018) and moral imagination (Werhane, 1999).

This study offers a novel exploration of a largely overlooked yet crucial stakeholder group: children. By focusing on their unique perspectives and imaginative capabilities, the paper brings forth the voices of those who will inherit the future of space exploration. Employing children’s drawings as a medium of symbolic communication, this research study offers fresh insights into their perceptions, particularly relevant to space accounting. This innovative approach not only enriches the literature on stakeholder engagement and accountability but also provides space organizations with valuable guidance on fostering inclusivity and ensuring that the interests of future generations are considered in decision-making processes.

This research addresses a need in early childhood education for evidence-based teaching strategies that build emotional self-regulation skills in young children. The intervention assessed in this study focused on increasing the emotion vocabulary of preschool-aged students.

This mixed-methods, quasi-experimental study evaluated the impact a dialogic reading approach combined with direct instruction of emotion words during a shared book-reading activity had on students' emotion vocabulary knowledge. The study was conducted in a licensed daycare center in a suburb of Chicago, Illinois, with ten four- and five-year-old students. Pre- and post-session surveys assessed the intervention's impact on the students' receptive and expressive vocabulary knowledge, and observation notes captured the students' responses to the intervention activities.

The results showed significant increases with small to medium effect sizes between the students’ pre- and post-session survey scores for both receptive and expressive emotion vocabulary knowledge, a strong positive correlation between the level of student engagement during the intervention and their emotion vocabulary assessment scores, and the impact other variables had on the intervention’s effectiveness.

This research provides information on a culturally adaptable and quickly learned teaching strategy that could be used to build emotional self-regulation skills in the early childhood classroom.

This research uniquely applies this intervention as a universal strategy with preschool-aged children.

Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.

This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).

This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.

This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.

This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

In this study, STEM resources reviewed in Goodreads were investigated to determine their authorship, linguistic characteristics and impact. The analysis reveals gender disparity favoring titles with male authors.

This paper applies theoretical concepts of knowledge commons to understand how individuals leverage the affordances of the Goodreads platform to share their perceptions of STEM-related books.

The analysis reveals gender disparity favoring titles with male authors. Female-authored STEM publications represent popular science nonfiction and juvenile genres. Analysis of the scholarly impact of the reviewed titles revealed that Google Scholar provides broader and more diverse coverage than Web of Science. Linguistic analysis of the reviews revealed the relatively low aesthetic disposition of reviewers with an emphasis on embodied experiences that emerged from the reading.

This study contributes to the understanding of the impact of popular STEM resources as well as the influence of the language of user-generated reviews on production, consumption and discoverability of STEM titles.

Cybersecurity competitions can effectively develop skills, but engaging a wide learner spectrum is challenging. This study aims to investigate the perceptions of cybersecurity competitions among Reddit users. These users constitute a substantial demographic of young individuals, often participating in communities oriented towards college students or cybersecurity enthusiasts. The authors specifically focus on novice learners who showed an interest in cybersecurity but have not participated in competitions. By understanding their views and concerns, the authors aim to devise strategies to encourage their continuous involvement in cybersecurity learning. The Reddit platform provides unique access to this significant demographic, contributing to enhancing and diversifying the cybersecurity workforce.

The authors propose to mine Reddit posts for information about learners’ attitudes, interests and experiences with cybersecurity competitions. To mine Reddit posts, the authors developed a text mining approach that integrates computational text mining and qualitative content analysis techniques, and the authors discussed the advantages of the integrated approach.

The authors' text mining approach was successful in extracting the major themes from the collected posts. The authors found that motivated learners would want to form a strategic way to facilitate their learning. In addition, hope and fear collide, which exposes the learners’ interests and challenges.

The authors discussed the findings to provide education and training experts with a thorough understanding of novice learners, allowing them to engage them in the cybersecurity industry.

The objective of this study is to determine how biophilic designs in study areas affect the productivity of students at the University of the Witwatersrand. The study also seeks to evaluate study areas at Wits in terms of biophilic design, determine whether biophilic design contributes to the preference of students and their study productivity.

This is a cross sectional study that used a mixed methodology. Five study areas were identified and evaluated in terms of biophilic design. At each study area, nine students participated in an open- and close-ended questionnaire regarding their perceptions on study areas and productivity.

The five study areas scored the following results according to the biophilic test: 29.09%, 34.55%, 36.36%, 80.00% and 85.45%, respectively. The students prefer to study in biophilic study areas as it prompts positive emotions and make them feel rejuvenated and energized. However, there are still students studying in the non-biophilic areas due to convenience or due to the biophilic areas that are noisy and lacks monitoring.

With the small sample size, the generalizability of the findings are limited, but does create a foundation for further research.

Universities can learn from the findings and benefit greatly from many biophilic study areas. This could also encourage architects and interior designers to include biophilic design more so in general buildings/rooms.

Study areas at the University of the Witwatersrand was evaluated in terms of biophilic design, while determining whether biophilic design contributes to the preference of students and study productivity.

Technology 4.0 comes with a challenge to understand the degree of users’ willingness to adopt a digital transformation. Metaverse, being a digital transformation, enables real-world activities in the virtual environment, which attracts organizations to adopt the new fascinating technology. This paper thus explores the uses and gratification factors affecting user adoption and recommendation of metaverse from the management perspective.

The study adopts a mixed approach where structural topic modeling is used to analyze tweets about the metaverse, and the themes uncovered from structural topic modeling were further analyzed through data collection using structural equation modeling.

The analyses revealed that social interaction, escapism, convenient navigability, and telepresence significantly affect adoption intent and recommendation to use metaverse, while the trendiness showed insignificance. In the metaverse, users can embody avatars or digital representations, users can express themselves, communicate nonverbally, and interact with others in a more natural and intuitive manner.

This paper contributes to research as it is the first of its kind to explore the factors affecting adoption intent and recommendation to use metaverse using Uses and Gratification theory in a mixed approach. Moreover, the authors performed a two-step study involving both qualitative and quantitative techniques, giving a new perspective to the metaverse-related study.

The study aims to delve into the “phygital customer journey” (PCJ), which merges physical and digital interactions in customer experiences, using a practice-based lens to reveal the underlying dynamics of these blended encounters.

Feedback from 60 individuals established the groundwork for a qualitative analysis. They chronicled customer journeys through diaries and used UXPressia software for journey mapping. This strategy enabled a detailed exploration of the PCJ, focusing on customers’ lived experiences and perceptions.

The study presents an integrative framework for the PCJ, identifying four key elements: hybrid artefacts (the melding of digital and physical tools/interfaces), blended contexts (the seamless integration of digital and physical spaces), circular actions (the non-linear paths of customer engagement) and intertwined emotions (the complex emotional responses to phygital experiences). These elements underscore the intricate and interconnected nature of the PCJ.

This study advances the field by applying a practice-based approach to unravel the complexities of the PCJ, illuminating the nuanced interplay between digital and physical realms. This innovative lens foregrounds the significance of practices in consumer experiences, thereby contributing to a deeper academic and practical understanding of phygital integration.