This research was conducted to evaluate the concept of phygital within the framework of innovation management, to systematically examine the approaches expressed on the concept of phygital and to present the theoretical framework of a proposed new concept (phygital innovation).

The research consists of two parts. In the first phase of the study, the research in the literature were examined with an in-depth literature review. Based on this, new definitions and evaluations were presented for the concepts of phygital, phygital innovation, phygital innovation management and basic elements of phygital innovation.

A systematic review was conducted in the second phase of the research. Research conducted between 2007 and 2024 and scanned in the Scopus database were selected as the data set. Bibliometric analyses were performed with the R Studio Biblioshiny software on 284 available studies.

It is believed that the findings and recommendations made may be key insights. In this context, it is hoped that the study will serve as a catalyst for further research, spark new ideas, and encourage meaningful advances in the field of phygital innovation.