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Moran, Gillian, 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: | 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 |
| Related URLs: | |
| 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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