PT  - JOURNAL ARTICLE
AU  - Gillian Moran
AU  - Laurent Muzellec
AU  - Eoghan Nolan
TI  - Consumer Moments of Truth In the Digital Context
AID  - 10.2501/JAR-54-2-200-204
DP  - 2014 Jun 01
TA  - Journal of Advertising Research
PG  - 200--204
VI  - 54
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/54/2/200.short
4100  - http://www.journalofadvertisingresearch.com/content/54/2/200.full
SO  - J Advert Res2014 Jun 01; 54
AB  - 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). “Moments of Truth” (MOT) describe key instances of contact between a potential customer and a brand. The new model integrates variables such as shared brand experience and searchable electronic word of mouth (e-WOM). This short paper establishes the cycle of e-WOM influence as recommendations are shared and searched among digitally connected consumers, and explains how marketers can successfully manage these MOTs.