Reconceptualising buyer behaviour in the digital era: an emergent journey
by Peter Scott; Tamsin Scott; Peter Stokes; Neil Moore; Simon M. Smith; Caroline Rowland; Antony Ward
International Journal of Technology Marketing (IJTMKT), Vol. 12, No. 2, 2017

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 behaviour 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.

Online publication date: Fri, 24-Mar-2017

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