Consumer Moments of Truth in the Digital Context : How "Search" and "E-Word of Mouth" Can Fuel Consumer Decision-Making
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|Title:||Consumer Moments of Truth in the Digital Context : How "Search" and "E-Word of Mouth" Can Fuel Consumer Decision-Making||Authors:||Moran, Gillian
|Permanent link:||http://hdl.handle.net/10197/5666||Date:||Jun-2014||Abstract:||The 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.||Type of material:||Journal Article||Journal:||Journal of Advertising Research||Volume:||54||Issue:||2||Start page:||200||End page:||204||Keywords:||Consumer behaviour; Brand marketing; Decision making; Digital marketing||Other versions:||http://www.journalofadvertisingresearch.com/Contents/RecentIssues.asp?Issue=Vol.%2054%2C%20No.%202%2C%202014#Articles||Language:||en||Status of Item:||Peer reviewed|
|Appears in Collections:||Business Research Collection|
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