Reconceptualising Buyer Behaviour in the Digital Era: An Emergent Journey

Peter Scott, Tasmin Scott, Peter Stokes, Neil Moore, Simon Smith, Caroline Rowland, Tony Ward

Research output: Contribution to journalArticlepeer-review

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Abstract

This paper undertakes a conceptual examination of the emergence of digital marketing in recent decades. It identifies a number of key trends in consumer behavior and manners in which the medium is evolving. The argument progresses to examine and challenge predominant conceptualisations of the buyer behaviour process and considers how these have been recast in the advent of digital technologies. This provides the backdrop to develop a novel diagrammatic representation of digital marketing buyer behaviour processes which can be tested empirically. The model is illustrated through the use of a vignette which points up the complexities which the model aims to represent. The paper concludes with an appeal for the continued development, modelling and empirical testing of the evolving world of digital buyer behaviour.
Original languageEnglish
Pages (from-to)165-179
JournalInternational Journal of Technology Marketing
Volume12
Issue number2
Publication statusPublished - 31 Mar 2017

Keywords

  • Customer journey model
  • Consumer behaviour
  • Retail
  • Internet
  • Social media
  • Digital marketing
  • Buyer behaviour

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