Bibliometric and Network Analysis of Phygital Research Using VOSviewer Software

Abstract

The notion of phygital, characterized by the convergence of physical and digital experiences, has garnered significant interest in both scientific and industrial domains in recent years. This research employed bibliometric techniques to assess the landscape of phygital research within the Scopus database. A total of 322 studies were identified from 2007 to 2025 through an unrestricted search for the term “phygital.” Initially, the analysis focused on the temporal trends of publications and citations, subject areas, leading nations, prominent journals, key authors, and funding sources associated with phygital research as recorded in the Scopus database. Subsequently, collaboration networks, key concept analysis, and co-occurrence analysis of the studies were conducted utilizing VOSviewer software. The results indicate a marked increase in both publications and citations in this field, particularly since 2020. An exploration of the conceptual clusters within this domain, facilitated by VOSviewer, reveals five principal axes, each categorized broadly: the cluster of new technologies, the cluster of smart tools and technologies, the cluster of phygital economy, the cluster of human–computer interaction, and the cluster of culture and crises. Furthermore, recent studies have shown a heightened focus on concepts such as the metaverse, customer experience, and virtual reality among researchers. This study clarifies existing research gaps and highlights future phygital directions, including its integration with the metaverse, enhancing customer experience, and applying virtual reality, augmented reality, and artificial intelligence for increased productivity within phygital platforms. Ultimately, this study serves as a valuable resource for researchers, academic centers, and industrial decision-makers.