RT Journal Article
SR Electronic
T1 Consumer Moments of Truth In the Digital Context
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 200
OP 204
DO 10.2501/JAR-54-2-200-204
VO 54
IS 2
A1 Gillian Moran
A1 Laurent Muzellec
A1 Eoghan Nolan
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/2/200.abstract
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.