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- PublicationConsumer Moments of Truth in the Digital Context : How "Search" and "E-Word of Mouth" Can Fuel Consumer Decision-MakingThe consumer purchasing journey has evolved. New models need to capture the advancing digital behaviours of tech-savvy consumers. The current paper revisits the practitioner-led 'Moments of Truth' model used by a number of successful multinationals (initially Procter & Gamble and subsequently Google). 'Moments of Truth' (MOT) describe key instances of contact between a potential customer and a brand. The model now needs to be extended to integrate variables such as shared brand experience and searchable electronic word of mouth (e-WOM). Consumer brand experiences produce both positive and negative e-WOM, which increasingly are being indexed to appear in search engine results. This short paper establishes the cycle of e-WOM influence as recommendations are shared and searched among digitally connected consumers and explains how digital marketers can successfully manage these MOTs.
- PublicationeWOM credibility on social networking sites: A frameworkSocial networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.
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