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Purpose: The physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile production tools have empowered anyone with a mobile phone to become a media content creator. Accordingly, this paper aims to present a multi-method approach for creating phygital projects that involve people as active participants rather than mere subjects who collaborate with the researchers to tell their stories. Design/methodology/approach: Research participants can embrace diverse roles, serving as co-researchers, content creators, curators and collaborators. The authors use various engagement strategies with the research participants, who are often marginalized or underrepresented, to encourage their participation and give them agency and creative control. Thus, we also use a participatory action research approach to help advocate for the participants' facial equality concerns. Findings: Collaborative videography embraces the mosaic of voices expressing intricate social issues. In this project, research participants with "facial differences" explain their experiences in facing society. Originality/value: By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research participants, effectively engages the audience and explains how phygital research methodologies can be used in interpretive consumer research, particularly in co-creating films that capture strong visuals. [ABSTRACT FROM AUTHOR]

This research brings in the voice of underserved and underrepresented women of various racial or ethnic origins and social classes, who have differing buying powers, sexual orientations, body shapes, and physical appearances, into the conversation of fashion diversity. Through a qualitative inquiry with 38 semi‐structured in‐depth interviews, the researchers analyzed the consumption experiences of diverse women to expose what the fashion scene is lacking. The study's main contribution is the depiction of overlooked diversity categories in fashion, such as the non‐White and non‐Black women of color, women of average sizes, and women with characteristics that the fashion industry has long seen as flaws. For women's physical and psychological well‐being, the authors of this study hope to lead fashion producers and researchers into a new era of diversity and minimize certain consumer groups' exclusion through discrimination, isolation, and segregation. [ABSTRACT FROM AUTHOR]