Consumer moments of truth in the digital context

• Autores: Gillian Moran, Laurent Muzellec, Eoghan Nolan
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 2, 2014, págs. 200-204
• Idioma: inglés
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• Resumen

  • 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.