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...