The Examination of Tech Disruptions’ Patterns on the Consumer Journey
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 co...
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2022
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| Online Access: | http://hdl.handle.net/10725/14038 https://doi.org/10.1007/978-3-031-06581-1_19 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-06581-1_19 |
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| _version_ | 1864513468759015424 |
|---|---|
| author | Farah, Maya F. |
| author2 | Ramadan, Zahy Yunis, Manal |
| author2_role | author author |
| author_facet | Farah, Maya F. Ramadan, Zahy Yunis, Manal |
| author_role | author |
| dc.contributor.none.fl_str_mv | Martínez-López, Francisco J. Gázquez-Abad, Juan Carlos Ieva, Marco |
| dc.creator.none.fl_str_mv | Farah, Maya F. Ramadan, Zahy Yunis, Manal |
| dc.date.none.fl_str_mv | 2022-09-23T13:26:10Z 2022-09-23T13:26:10Z 2022 2022-09-23 |
| dc.identifier.none.fl_str_mv | 9783031065811 http://hdl.handle.net/10725/14038 https://doi.org/10.1007/978-3-031-06581-1_19 Farah, M. F., Ramadan, Z., & Yunis, M. (2022). The Examination of Tech Disruptions’ Patterns on the Consumer Journey. In Advances in National Brand and Private Label Marketing (pp. 142-149). Springer, Cham. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-06581-1_19 |
| dc.language.none.fl_str_mv | en |
| dc.publisher.none.fl_str_mv | Springer |
| dc.relation.none.fl_str_mv | Springer proceedings in business and economics |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Marketing -- Congresses Brand name products -- Congresses |
| dc.title.none.fl_str_mv | The Examination of Tech Disruptions’ Patterns on the Consumer Journey |
| dc.type.none.fl_str_mv | Conference Paper / Proceeding info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/conferenceObject |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | conferenceObject |
| id | LAURepo_0330ebcffe6298fc97a3436e7c954afa |
| identifier_str_mv | 9783031065811 Farah, M. F., Ramadan, Z., & Yunis, M. (2022). The Examination of Tech Disruptions’ Patterns on the Consumer Journey. In Advances in National Brand and Private Label Marketing (pp. 142-149). Springer, Cham. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/14038 |
| publishDate | 2022 |
| publisher.none.fl_str_mv | Springer |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | The Examination of Tech Disruptions’ Patterns on the Consumer JourneyFarah, Maya F.Ramadan, ZahyYunis, ManalMarketing -- CongressesBrand name products -- CongressesThe 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.1 online resource (xi, 202 pages) : illustrations (some color).Includes bibliographical references.SpringerMartínez-López, Francisco J.Gázquez-Abad, Juan CarlosIeva, Marco2022-09-23T13:26:10Z2022-09-23T13:26:10Z20222022-09-23Conference Paper / Proceedinginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/conferenceObject9783031065811http://hdl.handle.net/10725/14038https://doi.org/10.1007/978-3-031-06581-1_19Farah, M. F., Ramadan, Z., & Yunis, M. (2022). The Examination of Tech Disruptions’ Patterns on the Consumer Journey. In Advances in National Brand and Private Label Marketing (pp. 142-149). Springer, Cham.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://link.springer.com/chapter/10.1007/978-3-031-06581-1_19enSpringer proceedings in business and economicsinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/140382023-06-13T09:28:11Z |
| spellingShingle | The Examination of Tech Disruptions’ Patterns on the Consumer Journey Farah, Maya F. Marketing -- Congresses Brand name products -- Congresses |
| status_str | publishedVersion |
| title | The Examination of Tech Disruptions’ Patterns on the Consumer Journey |
| title_full | The Examination of Tech Disruptions’ Patterns on the Consumer Journey |
| title_fullStr | The Examination of Tech Disruptions’ Patterns on the Consumer Journey |
| title_full_unstemmed | The Examination of Tech Disruptions’ Patterns on the Consumer Journey |
| title_short | The Examination of Tech Disruptions’ Patterns on the Consumer Journey |
| title_sort | The Examination of Tech Disruptions’ Patterns on the Consumer Journey |
| topic | Marketing -- Congresses Brand name products -- Congresses |
| url | http://hdl.handle.net/10725/14038 https://doi.org/10.1007/978-3-031-06581-1_19 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-06581-1_19 |