Consumer Moments of Truth In the Digital Context: How “Search” and “E-Word of Mouth” can Fuel Consumer Decision Making

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).

Consumer Moments of Truth In the Digital Context: How “Search” and “E-Word of Mouth” can Fuel Consumer Decision Making

Gillian Moran and Laurent Muzellec

University College Dublin

Eoghan Nolan

Wonga.com

Management slant

  • Consumer behavior is changing in light of advancing digital capabilities. The importance of electronic word of mouth (e-WOM) is aggrandizing as consumers turn to their peers—rather than marketers—for brand information.
  • Advancements in Web 2.0 technologies are enabling searchable e-WOM that amplifies the influence of these recommendations at the decision point, when consumers are most vulnerable to this type of information, the "Zero Moment of Truth."
  • Brands...

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