Volume 14, Issue 55 (Summer 2026)
IUESA 2026, 14(55): 27-38 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
kamil jumaah al-kinani O, Bigzadeh F, shamsadini S. An Investigation of the Factors Influencing Phygital Marketing with an Emphasis on Consumer Engagement. IUESA 2026; 14 (55) :27-38
URL: http://iueam.ir/article-1-2280-en.html
URL: http://iueam.ir/article-1-2280-en.html
1- ST.C , Islamic Azad University , Tehran , Iran
2- ST.C , Islamic Azad University , Tehran , Iran ,farzanehbigzadeh@iau.ac.ir
2- ST.C , Islamic Azad University , Tehran , Iran ,
Abstract: (17 Views)
In the contemporary era, digital transformation has blurred the traditional boundaries between the physical and virtual worlds, giving rise to a novel phenomenon known as phygital marketing. Phygital, a combination of the words physical and digital, refers to strategies in which the customer experience is enhanced through the seamless integration of online and offline channels. The present study aims to examine the factors influencing phygital marketing with particular emphasis on the role of consumer engagement. Given the rapid convergence of physical and digital channels, understanding the dynamics of this hybrid environment has become critical for organizations.
In terms of purpose, this research is applied, and methodologically it adopts a descriptive–survey approach. The statistical population consists of customers of smart chain stores in Tehran, and the data were collected through a standardized questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4 software.
The findings indicate that technological infrastructure, service personalization, and integrated customer experience have a significant impact on consumer engagement in the phygital environment. Furthermore, consumer engagement acts as a mediating variable, strengthening the relationship between phygital marketing factors and customer loyalty. The results of this study provide a comprehensive framework for marketing managers to optimize phygital strategies and enhance customer relationship outcomes.
In terms of purpose, this research is applied, and methodologically it adopts a descriptive–survey approach. The statistical population consists of customers of smart chain stores in Tehran, and the data were collected through a standardized questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4 software.
The findings indicate that technological infrastructure, service personalization, and integrated customer experience have a significant impact on consumer engagement in the phygital environment. Furthermore, consumer engagement acts as a mediating variable, strengthening the relationship between phygital marketing factors and customer loyalty. The results of this study provide a comprehensive framework for marketing managers to optimize phygital strategies and enhance customer relationship outcomes.
Keywords: Phygital Marketing, Consumer Engagement, Customer Experience, Smart Retailing, Customer Loyalty.
Type of Study: Research |
Subject:
Special
Received: 2026/05/9 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
Received: 2026/05/9 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
