28:T44c,

Drawing on the phygital experience framework and integrated well-being dimensions, this paper conducts a systematic literature review of 75 conceptual and empirical studies across banking, insurance, and fintech. It addresses two research questions: What artificial intelligence (AI)-based enablers are used in financial services interactions from employee and customer perspectives? How are phygital experience constructs operationalized in the literature and linked to employee and customer well-being outcomes? The review aimed to identify how AI influences the phygital experience and how this subsequently affects employee and customer well-being. This paper extends existing frameworks, offers a typology of AI-based enablers, and proposes a research agenda. The findings show that AI increasingly acts as a third agent that shapes affective, cognitive, and relational outcomes in service ecosystems, thereby transforming customer and employee dynamics. Strategic recommendations are provided for marketers, managers, and researchers navigating the evolving financial services landscape.

29:T4c5,

This article examines contemporary sustainability discourse as it is visually and spatially constructed in everyday consumption settings through marketing practices. Drawing on Jean Baudrillard's concepts of simulacra, simulation, and hyperreality, the study approaches sustainability not as a reference to material environmental conditions, but as a system of signs-meanings that produce and circulate through packaging, shelf arrangements and retail space. Using semiotics and geosemiotic methodological analysis of 290 images of packaging, supermarket shelves, and aisle arrangements in four retail stores, the article shows how narratives of “naturality simulacrum”, “pureness simulacrum”, and “ethical narrative simulacrum” are assembled and stabilised within retail spaces. These visual and spatial arrangements enable the narrative of sustainability to circulate largely at the level of representation, shaping how environmental responsibility is encountered and understood in the market. This article argues that sustainability in contemporary retail space operates effectively as a self-referential regime of sing-value through which hyperreal model of sustainability is continuously produced.

2a:T4a3,

The rapid rise of hybrid consumption raises important macromarketing questions about consumer well-being. Our research, which is conceptual in nature, offers a framework that explains how hybrid sequenced solutions influence consumer well-being. Our conceptualization introduces the concept of accesship (access-dominant to ownership-dominant, including hybrid) as a complement to the concept of phygital (physical-dominant to digital-dominant, including hybrid) and develops a 2 × 2 typology defined by these two dimensions. This typology, which we term the phygital–accesship typology (PAT), comprises four quadrants represented by Streams, Tokens, Lends, and Keeps. We then examine the implications of each category for consumer well-being via the lens of three key psychological mechanisms (i.e., materialism, need for touch, and psychological ownership). We conclude by discussing the implications of our framework for firms, consumers, and policymakers and propose an agenda for future research on the interplay between accesship, phygital, and consumer well-being.

2b:T78c,