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Reconceptualising Buyer Behaviour in the Digital Era: An Emergent Journey

Scott, RP, Scott, T, Stokes, P, Moore, N, Rowland, C and Ward, T (2017) Reconceptualising Buyer Behaviour in the Digital Era: An Emergent Journey. International Journal of Technology Marketing, 12 (2). pp. 165-179. ISSN 1741-878X

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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.

Item Type: Article
Uncontrolled Keywords: 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
T Technology > T Technology (General)
Divisions: Business & Management (from Sep 19)
Publisher: Inderscience
Date Deposited: 21 Nov 2019 10:48
Last Modified: 04 Sep 2021 08:24
DOI or ID number: 10.1504/IJTMKT.2017.083378
URI: https://researchonline.ljmu.ac.uk/id/eprint/11789
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