The Examination of Tech Disruptions’ Patterns on the Consumer Journey

Maya F. Farah (), Zahy Ramadan and Manal Yunis
Additional contact information
Maya F. Farah: Lebanese American University
Zahy Ramadan: Lebanese American University
Manal Yunis: Lebanese American University

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 142-149 from Springer

Abstract: Abstract The integration of new technologies into the lives of consumers has caused significant changes in their journey, while directly altering consumers’ moment of truth. This study proposes a theoretical framework depicting recent innovations, the ongoing integration of digital touch-points within the consumer journey, and their overall impact on the first moment of truth (FMOT). The paper also discusses the role of digital social responsibility in the consumer journey, mediating the relationship between the used touch points and customers’ advocacy to the purchased brand. The proposed conceptual model is based on a thorough enquiry of the effects of technology on purchasing decisions and brand advocacy. It incorporates a comprehensive updated consumer journey across four stages, namely: (1) awareness and consideration, (2) engagement and purchase, (3) delivery, and (4) brand advocacy, mediated by digital social responsibility. As such, the paper reflects the ongoing integration of digital touch-points within the consumer journey. As the role of multi-channel marketing in the consumers’ consumption journey and its subsequent impact on the FMOT is still under-researched, the current study enhances the understanding of the new consumer journey allowing marketers to tailor and enhance the user experience at various touch-points.

Keywords: First moment of truth; Consumer journey; Technology; Retailing; Digital touch-points; Digital social responsibility (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_19

Ordering information: This item can be ordered from
http://www.springer.com/9783031065811

DOI: 10.1007/978-3-031-06581-1_19

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().