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:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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