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
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Becker, L., Jaakkola, E., Halinen, A.: Toward a goal-oriented view of customer journeys. J. Serv. Manag. 31(4), 767–790 (2020)
Bressoud, E.: Testing FMCG innovations: experimental real store versus virtual. J. Prod. Brand. Manag. 22(4), 286–292 (2013)
Campbell, D., Frei, F.: Cost structure, customer profitability, and retention implications of self-service distribution channels: evidence from customer behavior in an online banking channel. Manag. Sci. 56(1), 4–24 (2010)
Carroll, A.B.: The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Bus. Horiz. 34(4), 39–48 (1991)
Cavender, R., Kincade, D.H.: Management of a luxury brand: dimensions and sub-variables from a case study of LVMH. J. Fashion Mark. Manag. Spec. Issue Luxury Fashion Branding 18(2), 231–248 (2014)
Cawsey, T., Rowley, J.: Social media brand building strategies in B2B companies. Mark. Intell. Plan. 34(6), 754–776 (2016)
Chikazhe, L., Chigunha, B., Dandira, M., Mandere, T.S., Muchenje, K.C.: Corporate social responsibility as a mediator of the effect of brand awareness and corporate reputation on customer loyalty. Bus. Manag. Strategy 11(1), 243–261 (2020)
Chen, H., Hu, Z., Solak, S.: Improved delivery policies for future drone-based delivery systems. Eur. J. Oper. Res. 294(3), 1181–1201 (2021)
Du, S., Bhattacharya, C.B., Sen, S.: Maximizing business returns to corporate social responsibility (CSR): the role of CSR communication. Int. J. Manag. Rev. 12(1), 8–19 (2010)
El-Kassar, A.N., Messarra, L.C., El-Khalil, R.: CSR, organizational identification, normative commitment, and the moderating effect of the importance of CSR. J. Dev. Areas 51(3), 409–424 (2017)
Ertemel, A.V., Başci, A.: Effects of zero moment of truth on consumer buying decision: an exploratory research in Turkey. Int. J. Soc. Sci. Educ. Res. 1(2), 526–536 (2015)
Famiyeh, S.: Corporate social responsibility and firm’s performance: empirical evidence. Soc. Responsib. J. 13(2), 390–406 (2017)
Hammedi, W., Kandampully, J., Zhang, T.T., Bouquiaux, L.: Online customer engagement: creating social environments through brand community constellations. J. Serv. Manag. 26(5), 777–806 (2015)
Hudson, S., Hudson, R.: Engaging with consumers using social media: a case study of music festivals. Int J. Event Festiv. Manag. 4(3), 206–223 (2013)
Hutter, K., Hautz, J., Dennhardt, S., Füller, J.: The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. J. Prod. Brand Manag. 22(5), 342–351 (2013)
Irizarry, J., Gheisari, M., Williams, G., Roper, K.: Ambient intelligence environments for accessing building information. Facilities 32(3), 120–138 (2014)
Khajehzadeh, S., Oppewal, H., Tojib, D.: Mobile coupons: what to offer, to whom, and where? Eur. J. Mark. 49(5–6), 851–873 (2015)
Kollat, J., Farache, F.: Achieving consumer trust on Twitter via CSR communication. J. Consum. Mark. 34(6), 505–514 (2017)
Lowe, B., Alpert, F.: Forecasting consumer perception of innovativeness. Technovation 45, 1–14 (2015)
Pak, M.: The digital self: boundaries and fusions. J. Mark. Theory Pract. 22(2), 141–142 (2014)
Puriwat, W., Tripopsakul, S.: Understanding digital social responsibility in the social media context: evidence from Thailand. Int. J. Underst. Digit. Soc. Responsib. Soc. Media Context Evid. Thailand (2022)
Racolta-Paina, N.D., Luca, T.A.: Several considerations regarding the online consumer in the 21st century – a theoretical approach. Manag. Mark. 5(2), 85–100 (2010)
Ramadan, Z.B., Farah, M.F., Mrad, M.: An adapted TPB approach to consumers’ acceptance of service-delivery drones. Technol. Anal. Strateg. Manag. 29(7), 817–828 (2017)
Ramadan, Z.B., Farah, M.F., El Essrawi, L.: From Amazon.com to Amazon.love: how Alexa is redefining companionship and interdependence for people with special needs. Psychol. Mark. 38(4), 596–609 (2021)
Rauschnabel, P.A., Felix, R., Hinsch, C.: Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. J. Retail. Consum. Serv. 49, 43–53 (2019)
Ruiz-Mafe, C., Bigné-Alcañiz, E., Currás-Pérez, R.: The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained fromdigital services. J. Serv. Manag. 31(3), 465–487 (2020)
Roncha, A., Radclyffe-Thomas, N.: How TOMS’ “one day without shoes” campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform. J. Fash. Mark. Manag. 20(3), 300–321 (2016)
Sasmita, J., Mohd Suki, N.: Young consumers’ insights on brand equity. Int. J. Retail Distrib. Manag. 43(3), 276 (2015)
Singh, D.: Bots the Buzz? Living Media India Limited, New Delhi (2016)
Szakonyi, M.: Southern California shippers can tap uber-like trucking service, NewYork (2014)
Liu, M.T., Wong, I.A., Shi, G., Chu, R., Brock, J.L.: The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. J. Serv. Mark. 28(3), 181–194 (2014)
Verhoef, P.C., Kannan, P.K., Inman, J.J.: From multi-channel retailing to omni-channel retailing. J. Retail. 91(2), 174–181 (2015)
Wang, Q.: Consumer’s perception of corporate social responsibility in China: a study of male cosmetics consumers. In: Proceedings of IIIrd International Conference on Empirical Economics and Social Sciences (e-ICEESS 2020), Turkey, 12–13 December 2020 (2020)
Williams, M.D., Dwivedi, Y.K., Lal, B., Schwarz, A.: Contemporary trends and issues in IT adoption and diffusion research. J. Inf. Technol. 24(1), 1–10 (2009)
Wu, J., Chang, Y.P.: Multichannel integration quality, online perceived value and online purchase intention. Internet Res. 26(5), 1228–1248 (2016)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Farah, M.F., Ramadan, Z., Yunis, M. (2022). The Examination of Tech Disruptions’ Patterns on the Consumer Journey. In: Martínez-López, F.J., Gázquez-Abad, J.C., Ieva, M. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-06581-1_19
Download citation
DOI: https://doi.org/10.1007/978-3-031-06581-1_19
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-06580-4
Online ISBN: 978-3-031-06581-1
eBook Packages: Business and ManagementBusiness and Management (R0)