Navigating Paradoxes in Phygital Systems: A Yin–Yang Framework for Human-Centric Business Models
Published online on December 30, 2025
Abstract
Journal of Macromarketing, Ahead of Print.
This conceptual paper synthesizes 642 articles to theorize the paradoxical nature of phygital systems as sociomaterial infrastructures. Adopting a Yin–Yang dialectic, we show how Yang outcomes—personalization, agency, and expanded access—are inseparable ...
This conceptual paper synthesizes 642 articles to theorize the paradoxical nature of phygital systems as sociomaterial infrastructures. Adopting a Yin–Yang dialectic, we show how Yang outcomes—personalization, agency, and expanded access—are inseparable ...