Marketing Perspectives on Phygitalization

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.

List of contents

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

About the author

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. Anand's 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.

Summary

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.

Product details

• Assisted by: Arpan Anand (Editor), Indrajit Ghosal (Editor), Priya Jindal (Editor), Subhadeep Mukherjee (Editor), Sudhir Rana (Editor)
• Publisher: Taylor and Francis
• Languages: English
• Product format: Hardback
• Release: 13.03.2025, delayed
• EAN: 9781774918463
• ISBN: 978-1-77491-846-3
• No. of pages: 354
• Illustrations: Farb., s/w. Abb.
• Subject: Social sciences, law, business > Business > Advertising, marketing