Reconceptualising buyer behaviour in the digital era: an emergent journey Online publication date: Fri, 24-Mar-2017
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
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org