Content analysis is a viable way to thematise consumer experiences. The purpose of this
review study is to examine the use of content analysis in consumer research (1977–2017) …

The paradigm shift towards omnichannel approaches represents an ongoing fundamental
change and a key metamorphic process taking place within the fields of retail marketing and …

Purpose This paper aims to focus on how companies shape the architecture of a phygital
customer journey through the exploitation of smart technologies. Design/methodology …

A framework to improve retail customer experience: a qualitative study exploring the customer
journey | Emerald Insight Books and journals Case studies Expert Briefings Open Access …

Blockchain is often presented in the tourism industry as being a technology in a global
approach that will enable the sector to make its digital transformation and bring a whole …

The food and beverage (F&B) sector has witnessed a significant rise in online food ordering
and delivery companies. Through the consumer journey framework, this study aims to …

How real are virtual experiences? For a better understanding of virtual experiences and their
impact on consumers’ real life | Emerald Insight Books and journals Case studies Expert …

Experiencing fashion: the interplay between consumer value and sustainability | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Purpose Due to rapid digitalization, the emergence of the “phygital” environment, which
blends physical and digital experiences, creates unique challenges for researchers. This …

Diary method is an adaptable research method for recording time-sensitive and context-
specific details of a phenomenon. Project researchers have yet to embrace diary methods …