Abstract
In the last decades, consumer behavior has evolved due to globalization, technological advancements, and shifting cultural norms. The internet has changed how people purchase, and online shopping has grown in popularity. COVID-19 accelerated the digital transformation of consumers; mobile devices have proliferated, and social media platforms are now ingrained in consumers' lives. Consumers are now more powerful and proactive than ever, with increased access to information, product evaluations, and price comparisons. Consumers engage with online platforms, create content, and share opinions and feedback. Interactions between consumers and companies occur through touchpoints, which generate data and affect the perception, experience, and satisfaction of consumers. Such interactions contribute to each customer's journey, impacting the different stages of the journey. However, mapping the customer journey can prove challenging due to the continuous changes occurring in customers, businesses, and interactions between the two. This chapter discusses how the behavior of the digital consumer has evolved over time, reviewing key theories and models. Then, a Curious-Oriented-Decided (COD) model is proposed to address consumers’ persuasibility and likelihood to react to digital marketing initiatives. Finally, the focus shifts to the digital customer journey, addressing the different stages and the importance of digital touchpoints in consumer behavior.
Original language | English |
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Title of host publication | Digital Marketing |
Subtitle of host publication | Analyzing its Transversal Impact |
Editors | Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira |
Place of Publication | Boca Raton |
Publisher | CRC Press |
Chapter | 3 |
Pages | 38-66 |
Number of pages | 29 |
ISBN (Electronic) | 9781003384960 |
ISBN (Print) | 9781032471730, 9781032471846 |
DOIs | |
Publication status | Published - 12 Jul 2024 |