 Reviewing the impact of digital migration on the consumer buying journey with robust measurement of PLS‐SEM and R StudioVarun Nayyar Systems Research and Behavioral Science, 2022, vol. 39, issue 3, 542-556 Abstract: Current research has contributed to multiple relationship marketing models with digital migration, while studying multiple mediation effects of constructs like customer review, media mix and redesigned consumer journey, to develop a promising approach that will help to understand changing consumer preferences. By using PLS‐SEM and R studio, this research contributed to multiple relationship marketing models where different robust measuring standards of PLS‐SEM like multicollinearity, average variance, composite reliability, discriminant validity, endogeneity, R2 and IPMA helped in idealising marketing model assessment and fitness. Research findings indicate that with dynamism in consumer preferences, firms indeed have to redesign their marketing models with a focused ideology, reflecting the trend of digital migration with respect to media mix, customer review and a redesigned consumer journey for their final consumption behaviour. Government who were not near a digital platform needed to innovate their working style by improving their digital infrastructure and making digitization easier for consumers. Date: 2022 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:srbeha:v:39:y:2022:i:3:p:542-556 Ordering information: This journal article can be ordered from Access Statistics for this article More articles in Systems Research and Behavioral Science from Wiley Blackwell |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.