Strategic Role of Consumer Moments of Truth: A Marketing Challenge in Mobile Communities

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Author(s): Lukasz Lysik (Wroclaw University of Economics, Poland), Karol Lopacinski (Wrocław University of Economics, Poland), Robert Kutera (Wroclaw University of Economics, Poland)and Piotr Machura (Wroclaw University of Economics, Poland)
Copyright: 2017
Pages: 23
Source title: Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity
Source Author(s)/Editor(s): Vladlena Benson (University of West London, UK), Ronald Tuninga (Kingston Business School, UK)and George Saridakis (Kingston University, UK)
DOI: 10.4018/978-1-5225-0559-4.ch002

Keywords: Business Science Reference / E-Business / Media & Communications / Social Networking

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Abstract

Contemporary consumers obtained many possibilities to search for goods and they are very active in this field. Although specialists know that it's difficult to state how, where this process of search takes place. Multi-channel market place is a very complex environment where brand battle for the customer attention. This chapter helps to understand consumer behaviour and reveals many facts concerning mobile and social world of marketing. The authors present the idea of micromoments and their place in the mobile and social channel of communication with the market. Among definitions and examples explaining the idea of micromoments Authors also try to answer questions that can help to understand how micromoments should be handled. Main aim of this chapter is to present behaviour of a modern consumer and factors influencing his decisions as being a part of mobile consumer communities.

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Strategic Role of Consumer Moments of Truth: A Marketing Challenge in Mobile Communities

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