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The Examination of Tech Disruptions’ Patterns on the Consumer Journey

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Maya F. Farah

    (Lebanese American University)

  • Zahy Ramadan

    (Lebanese American University)

  • Manal Yunis

    (Lebanese American University)

Abstract

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.

Suggested Citation

  • Maya F. Farah & Zahy Ramadan & Manal Yunis, 2022. "The Examination of Tech Disruptions’ Patterns on the Consumer Journey," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Marco Ieva (ed.), Advances in National Brand and Private Label Marketing, pages 142-149, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-06581-1_19
    DOI: 10.1007/978-3-031-06581-1_19
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