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    Consumer Moments of Truth In the Digital Context: How "Search" and "E-Word of Mouth" Can Fuel Consumer Decision Making


    Moran, Gillian and Muzellec, Laurent and Nolan, Eoghan (2014) Consumer Moments of Truth In the Digital Context: How "Search" and "E-Word of Mouth" Can Fuel Consumer Decision Making. Journal of advertising research, 54 (2). pp. 200-204. ISSN 0021-8499

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    Abstract

    The consumer purchasing journey has evolved. 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 new model integrates variables such as shared brand experience and searchable electronic word of mouth (e-WOM). This short paper establishes the cycle of e-WOM influence as recommendations are shared and searched among digitally connected consumers, and explains how marketers can successfully manage these MOTs.

    Item Type: Article
    Keywords: Electronic shopping and mail-order houses; "Moments of Truth" model (MOT); electronic word of mouth (e-WOM);
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11231
    Identification Number: https://doi.org/10.2501/JAR-54-2-200-204
    Depositing User: Gillian Moran
    Date Deposited: 11 Oct 2019 17:14
    Journal or Publication Title: Journal of advertising research
    Publisher: Warc LTD
    Refereed: Yes
    URI:

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