Keywords
Scientific production
International journals
EBSCO
SNA
How to Cite
Abstract
Purpose: To investigate the profile, behavior and trend of international scientific production of the term phygital from the perspective of social network analysis.
Methodology/approach: Social network analysis was used in 34 scientific articles.
Originality/Relevance: The relevance of this study, which is based on and guided by its originality, is evident here and, consequently, brings state-of-the-art data, information, knowledge and expertise to academia.
Key findings: 2024 and 2023 were the most central periods. Journal of Strategic Marketing, Décisions Marketing and Journal of Marketing Management were the most central journals. Jean Moulin Lyon 3 was the most central university. France and USA were the most central countries. Phygital, customer experience, phygital marketing, marketing, retail, digitalization, omnichannel, experience, phygital customer experience, digital, augmented reality, consumer behavior, digital marketing, holistic perspective, consumer-centric logic, were the most central keywords. It is also worth noting that the networks of a mode (authors, institutions and countries) were measured with low density, thus impacting the flow and exchange of information and knowledge of the term phygital.
Theoretical/methodological contributions: This study concludes by emphasizing the state of the art of the term phygital, from the perspective of social network analysis and from the perspective of the EBSCO database, contributing, a posteriori, to the emergence of future research, and, consequently, to the growth, development and maturation of the aforementioned theme in the scientific panorama.
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