Semantic network analysis in consumer and marketing research: application areas in phygital contexts

Purpose: Large-scale text-based data increasingly poses methodological challenges due to its size, scope and nature, requiring sophisticated methods for managing, visualizing, analyzing and interpreting such data. This paper aims to propose semantic network analysis (SemNA) as one possible solution to these challenges, showcasing its potential for consumer and marketing researchers through three application areas in phygital contexts. Design/methodology/approach: This paper outlines three general application areas for SemNA in phygital contexts and presents specific use cases, data collection methodologies, analyses, findings and discussions for each application area. Findings: The paper uncovers three application areas and use cases where SemNA holds promise for providing valuable insights and driving further adoption of the method: (1) Investigating phygital experiences and consumption phenomena; (2) Exploring phygital consumer and market discourse, trends and practices; and (3) Capturing phygital social constructs. Research limitations/implications: The limitations section highlights the specific challenges of the qualitative, interpretivist approach to SemNA, along with general methodological constraints. Practical implications: Practical implications highlight SemNA as a pragmatic tool for managers to analyze and visualize company-/brand-related data, supporting strategic decision-making in physical, digital and phygital spaces. Originality/value: This paper contributes to the expanding body of computational, tool-based methods by providing an overview of application areas for the qualitative, interpretivist approach to SemNA in consumer and marketing research. It emphasizes the diversity of research contexts and data, where the boundaries between physical and digital spaces have become increasingly intertwined with physical and digital elements closely integrated – a phenomenon known as phygital.