Eoghan Nolan

Eoghan Nolan

Charlotte, North Carolina, United States
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Articles by Eoghan

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  • Consumer Moments of Truth In the Digital Context: How “Search” and “E-Word of Mouth” can Fuel Consumer Decision Making

    Journal of Advertising Research

    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…

    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.

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