Value Realization in the Phygital Reality Market
Value Realization in the Phygital Reality Market:
Consumption and Service Under Conflation of the Physical, Digital, and Virtual Worlds
English | 2023 | ISBN: 9819941288 | 392 Pages | PDF EPUB (True) | 5.4 MB
Consumption and Service Under Conflation of the Physical, Digital, and Virtual Worlds
English | 2023 | ISBN: 9819941288 | 392 Pages | PDF EPUB (True) | 5.4 MB
This book is a timely and much-needed comprehensive compilation that reflects the development of research on consumption and communication in the conflation of the real and digital worlds, bringing together the current state of thinking about the phygital reality market and the cutting-edge challenges that are involved. In this book, the term “phygital reality market” is used, implying that the physical, digital, and virtual realms are fused into one to recognize and understand the market with multiple or mixed realities. The concept of the phygital reality market captures the new realities that consumers are shopping, consuming, and living, and companies are competing within the physical, digital, and virtual marketplaces.