Phygital Science and the Future of Macromarketing: The Human First Phygital Value (HFPV) Framework for Integrated Physical-Digital Ecosystems
Published online on May 14, 2026
Abstract
Journal of Macromarketing, Ahead of Print.
This article advances macromarketing by introducing phygital science as a foundational paradigm for understanding integrated physical-digital ecosystems and by proposing the Human First Phygital Value (HFPV) framework as its core theoretical architecture. ...
This article advances macromarketing by introducing phygital science as a foundational paradigm for understanding integrated physical-digital ecosystems and by proposing the Human First Phygital Value (HFPV) framework as its core theoretical architecture. ...