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
Wonga.com
Management slant
- Consumer...
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).
