From Crafting Moments to Marketing: The Conceptualization and Conceptual Framework of Moment Marketing

Kush Mehta () and Varsha Jain
Additional contact information
Kush Mehta: MICA
Varsha Jain: MICA

A chapter in Marketing in the Digital Age, 2026, pp 177-197 from Springer

Abstract: Abstract In the digital age of constant information flow, brands face the challenge of capturing fleeting consumer attention. Traditional marketing approaches built on long-term strategies often struggle in this environment, creating a pressing need for sharper, timely responses. Moment marketing has emerged as one such response, where brands align communication with real-time events, cultural shifts, or social conversations. Yet despite its increasing use, the concept lacks definitional clarity and a structured framework, leaving both scholars and practitioners with fragmented understanding. This chapter addresses that gap by presenting a clear conceptualization and a layered framework of moment marketing. The discussion begins with the evolution of the practice, tracing its journey from topical advertising and event sponsorships to today’s fast-paced, digital-first expressions. It explains how moment, whether expected, semi-expected, or unexpected to create opportunities for brands to connect through cultural and emotional resonance. The framework then introduces five interdependent layers: the Moment, Resources, Response, Engagement, and Impact. These layers explain how opportunities are identified, how internal and external factors shape responses, and how short-term attention can translate into long-term brand value. The chapter contributes in providing clarity to an otherwise vague concept, distinguishing moment marketing from related strategies like real-time and event-based marketing. For academics, it offers a foundation to advance research into cultural influence and digital consumer behavior. For practitioners, it presents a structured lens to approach timeliness with precision, avoiding reactive missteps while maximizing relevance. By framing spontaneity with method, the chapter redefines how marketing can be both immediate and meaningful.

Keywords: Brand identity; Consumer engagement; Cultural relevance; Digital marketing; Emotional connection; Moment marketing; Real-time marketing; Responsive marketing (search for similar items in EconPapers)
Date: 2026
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:sprchp:978-981-95-6509-2_8

Ordering information: This item can be ordered from
http://www.springer.com/9789819565092

DOI: 10.1007/978-981-95-6509-2_8

Access Statistics for this chapter

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