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Journal articles on the topic 'Digital Touchpoints'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2025

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1

Carter, Prof Alex. "UNDERSTANDING THE RELATIONSHIP BETWEEN DIGITAL TOUCHPOINTS AND CUSTOMER LOYALTY: THE MEDIATING EFFECTS OF ENGAGEMENT AND SATISFACTION." International Journal of Management and Business Development 2, no. 3 (2025): 1–6. https://doi.org/10.55640/ijmbd-v02i03-01.

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This study explores how the usage experience of digital touchpoints affects customer loyalty, with digital engagement and customer satisfaction acting as mediators. In the context of digital marketing, digital touchpoints serve as essential tools for customer interactions with brands. Through a comprehensive analysis, this research establishes a path from digital touchpoint experience to customer loyalty, emphasizing the roles of digital engagement and customer satisfaction. The findings contribute valuable insights into improving customer loyalty strategies in a highly competitive digital lan

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Prabaharan, M., M. Selvalakshmi, and R. Christina Jeya Nithilia. "The Role of Digital Touchpoints in Car Purchasing - An Empirical Research Concerning the Indian Market." Indian Journal Of Science And Technology 17, no. 29 (2024): 3044–53. http://dx.doi.org/10.17485/ijst/v17i29.3212.

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Objectives: The present research aims to study how digital touchpoints impact the exploration of purchase opportunities for customers in car purchases. Another purpose is to explore how customers use digital touchpoints to gather information and how it influences their purchase decisions. It also aims to explore the potential mediation effect of "exciting pursuit" on the relationship between using digital touchpoints and exploring purchase opportunities. Methods: The study employed a descriptive approach. A structured online questionnaire was framed that encompassed digital touchpoint usage, i

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M, Prabaharan, Selvalakshmi M, and Christina Jeya Nithilia R. "The Role of Digital Touchpoints in Car Purchasing - An Empirical Research Concerning the Indian Market." Indian Journal of Science and Technology 17, no. 29 (2024): 3044–53. https://doi.org/10.17485/IJST/v17i29.3212.

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Abstract <strong>Objectives:</strong> The present research aims to study how digital touchpoints impact the exploration of purchase opportunities for customers in car purchases. Another purpose is to explore how customers use digital touchpoints to gather information and how it influences their purchase decisions. It also aims to explore the potential mediation effect of "exciting pursuit" on the relationship between using digital touchpoints and exploring purchase opportunities. <strong>Methods:</strong> The study employed a descriptive approach. A structured online questionnai

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Ieva, Marco, and Cristina Ziliani. "Towards digital loyalty programs: insights from customer medium preference segmentation." International Journal of Retail & Distribution Management 45, no. 2 (2017): 195–210. http://dx.doi.org/10.1108/ijrdm-01-2016-0012.

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Purpose The purpose of this paper is to identify patterns of medium preference for loyalty programs (LPs) among members to support the case for segmenting customers based on their medium preference. Design/methodology/approach A survey of nearly 2,000 customers who are enrolled in at least one supermarket LP was employed. LP members are segmented based on a latent class clustering model and then profiled in terms of socio-demographic variables by means of a multinomial logit regression model. Findings Medium preference is heterogeneous and differs at the customer segment and at the LP touchpoi

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Nanta, Teuku Muda, Noermijati Noermijati, Fatchur Rohman, and Ananda Sabil Hussein. "The Influence of Digital Touchpoint Usage Experience on Customer Loyalty and the Mediating Role of Digital Engagement: A Study on an Internet Service Provider Company." International Journal of Analysis and Applications 23 (June 16, 2025): 143. https://doi.org/10.28924/2291-8639-23-2025-143.

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In the current study, the influence of digital touchpoint usage experience on customer loyalty, along with the mediating role of digital engagement, was investigated. This study utilized a quantitative research method involving 385 customers of an Indonesian Internet service provider who fulfilled the selection criteria. Data collection was done using a 7-point Likert questionnaire, and the data was analyzed with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The study found that digital touchpoint experience usage positively impacted digital engagement and customer

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Straker, Karla, Cara Wrigley, and Michael Rosemann. "Typologies and touchpoints: designing multi-channel digital strategies." Journal of Research in Interactive Marketing 9, no. 2 (2015): 110–28. http://dx.doi.org/10.1108/jrim-06-2014-0039.

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Purpose – This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills to understand and exploit new digital channel opportunities. To gain a clearer understanding of digital channel design, this paper addresses the research question: What digital channels do companies from a wide range of industries and sectors use? Design/methodology/approach – A content analysis of 100 i

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Swan, Eric L., Andrew J. Dahl, and James W. Peltier. "Health-care marketing in an omni-channel environment." Journal of Research in Interactive Marketing 13, no. 4 (2019): 602–18. http://dx.doi.org/10.1108/jrim-03-2019-0039.

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Purpose Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM) represents an emerging omni-channel touchpoint for consumers to exchange information and inform health decision-making at a time and place of their choosing. While TM offers great potential, consumer adoption has been slower than expected. This paper aims to investigate attitudinal factors that influence adoption and usage of TM within consumers’ omni-channel decision-making environment. Design/methodology/approach Surveys f

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Li, Ziheng, and Yun Mei. "Analysis of Touchpoints in the Service Design of Type II Diabetes Health Management System." Advances in Humanities Research 4, no. 1 (2024): 44–52. http://dx.doi.org/10.54254/2753-7080/4/2024032.

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This study focuses on the service touchpoint design of the Type II Diabetes Health Management System, aiming to explore how optimizing these touchpoints can enhance patients' treatment experience and self-management capabilities. The research thoroughly analyzes the roles of interpersonal, physical, digital, and sensory touchpoints in disease management. It points out that interactions with healthcare professionals, the usability of health management applications, the prevalence of medical monitoring devices, and the reinforcement of family and social support significantly impact patient satis

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Zamrudi, Zakky, Teguh Wicaksono, Mardiana Mardiana, Khuzaini Khuzaini, and Decky C. K. Lihu. "Gen AI Adoption Among Tech Savvy: Examining Moderated Mediated Model of Knowledge Sharing." Manajemen dan Bisnis 24, no. 1 (2025): 164. https://doi.org/10.24123/mabis.v24i1.862.

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This study investigates factors influencing AI adoption in education, focusing on the roles of Digital Touchpoints, Tech Savvy, and knowledge-sharing practices among students and instructors. Using an explanatory quantitative design, data were collected from 213 business students through a digital survey. The model measures Digital Touchpoints, Tech Savvy, Gen. AI Adoption, Instructor KS, and Student KS, with a 7-point Likert scale used for responses. Data analysis involved descriptive statistics and PLS-SEM for model evaluation and hypothesis testing. The results show that Digital Touchpoints

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Hustima Sahara, Shifa, and Nila Armelia Windasari. "Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up." IROCAMM-International Review Of Communication And Marketing Mix 5, no. 2 (2022): 52–70. http://dx.doi.org/10.12795/irocamm.2022.v05.i02.04.

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Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, consumers are increasingly interested in using digital touchpoints to fulfil their daily needs. Marketers of biotechnology start-ups realize that in this competitive era of commercial initiatives, it is difficult to find the point of engagement between consumer and brand to be more pleasant and smooth. This study aims to understand the effectiveness of digital touchpoints in influencing consumer br

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Dahl, Andrew J., Anthony M. D’Alessandro, James W. Peltier, and Eric L. Swan. "Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement." Journal of Research in Interactive Marketing 12, no. 3 (2018): 258–73. http://dx.doi.org/10.1108/jrim-04-2018-0051.

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Purpose Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors. Design/methodology/approach The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate

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Vannucci, Virginia, and Eleonora Pantano. "Digital or human touchpoints? Insights from consumer-facing in-store services." Information Technology & People 33, no. 1 (2019): 296–310. http://dx.doi.org/10.1108/itp-02-2018-0113.

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Purpose Prior research highlights the extent to which consumers largely appreciate the possibility to choose among different digital touchpoints during the in-store experience, which results in a pervasive introduction of digital touchpoints as the first point of contact between retailers and consumers. However, consumers also give value to the human interactions in the service channels. The previous studies do not conclusively indicate the best balance of digital and human services. The purpose of this paper is to understand consumer-facing in-store services in new technology-enriched retail

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Thabet, Israa. "The Impact of Robotic Process Automation on Digital Touchpoints in the Customer Journey: An Analytical Study of the Opinions of a Sample of Decision-Makers at Al-Rafidain Bank in Baghdad." International Journal of Financial, Administrative, and Economic Sciences 4, no. 7 (2025): 258–84. https://doi.org/10.59992/ijfaes.2025.v4n7p9.

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The research aims to identify the effect of Robotic Process Automation (RPA) on digital touchpoints within the customer journey, in its dimensions (functional touchpoints, social touchpoints, and community touchpoints), through surveying and analyzing the opinions of a sample of decision-makers at Al-Rafidain Bank in Baghdad city, totaling (67) individuals. A questionnaire was used as the primary tool for data and information collection from the surveyed sample, and their responses were analyzed using the statistical program SPSS v.28 and SmartPLS 4, to calculate means, standard deviations, re

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Cheng, Li-Chen, Soyeon Choi, Rhea Sharmayne Y. Legaspi, and Jiunn-Woei Lian. "Using Mixed Method to Understand Customer Experience With Digital Banking Services." Journal of Global Information Management 31, no. 1 (2023): 1–20. http://dx.doi.org/10.4018/jgim.333855.

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The purpose of this study is to employ a novel mixed method to better understand the differences in the customer service experience of the digital banking services in South Korea and the Philippines. Data mining techniques and customer journey mapping analysis were utilized to understand the proposed issues. The results indicate that there are four critical significant points of digital banking services between South Korea and the Philippines including the number of touchpoints, speed of results, registration requirements, and touchpoint deviations. Potential causes and implications are discus

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Maas, Vera K., Frederik H. Dibbets, Vincent J. T. Peters, Bert R. Meijboom, and Daniëlle van Bijnen. "The never-ending patient journey of chronically ill patients: A qualitative case study on touchpoints in relation to patient-centered care." PLOS ONE 18, no. 5 (2023): e0285872. http://dx.doi.org/10.1371/journal.pone.0285872.

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Background Healthcare professionals caring for chronically ill patients increasingly want to provide patient-centered care (PCC). By understanding each individual patient journey, they can significantly improve the quality of PCC. A patient journey consists of patient interactions, so-called touchpoints, with healthcare professionals distributed over three periods: pre-service, service, and post-service period. The aim of this study was to ascertain chronically ill patients’ needs for digital alternatives for touchpoints. Specifically, we aimed to explore which digital alternatives patients wo

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Afaf, Naufal, Neneng Nurlaela Arief, and Iwan Setiawan. "Digital Marketing Strategy Formulation For Distributor-Based Company Using Digital Customer Journey Approach (Study Case: PT Barca Trios Chemindo)." Journal of Economic, Bussines and Accounting (COSTING) 7, no. 3 (2024): 4398–407. http://dx.doi.org/10.31539/costing.v7i3.9074.

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The research objectives is to identify critical touchpoint (s) of digital customer journey in PT BTC marketplace channel strategy, to discover the result of current PT BTC digital customer journey feedback, to give recommendation in digital marketing strategy to improve PT BTC digital customer journey, and to give supporting strategy to enhance PT. In this research, data collection methods will be using qualitative data from Primary Data and Secondary Data. This research found 5 critical touchpoints of digital customer journey in PT BTC marketplace channel strategy, like Awareness, Appeal, Ask

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Hallikainen, Heli, Ari Alamäki, and Tommi Laukkanen. "Individual preferences of digital touchpoints: A latent class analysis." Journal of Retailing and Consumer Services 50 (September 2019): 386–93. http://dx.doi.org/10.1016/j.jretconser.2018.07.014.

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Heine, Klaus, and Benjamin Berghaus. "Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints." Journal of Global Fashion Marketing 5, no. 3 (2014): 223–34. http://dx.doi.org/10.1080/20932685.2014.907606.

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Cho, Jungsik, Hyehyun Hong, and Yeuseung Kim. "Understanding Consumer Touchpoints in the Digital Age : An Analysis of the Touchpoints by Information Seeking Motive and Age." KOREAN JOURNAL OF ADVERTISING 31, no. 5 (2020): 33–59. http://dx.doi.org/10.14377/kja.2020.7.15.33.

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Lorenzo, Anja De. "Inclusive Museum Experiences through Touchpoint Optimisation: What museums can learn from the swiss events industry." Touchpoint 16, no. 2 (2025): 6–8. https://doi.org/10.30819/touchpoint.16-2.01.

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As museums adapt to a digital age, optimising visitor touchpoints enhances accessibility, engagement and loyalty. Drawing on Swiss events industry practices, this article highlights strategies such as digital on-boarding, interactive in-visit tools and post-visit feedback, advocating for a holistic, lifecycleoriented approach to inclusive museum experience design.

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Maria Boaler. "Digital Touchpoints in Fashion: Impact of Online store Interactivity on Consumer Choices." Power System Technology 49, no. 2 (2025): 766–90. https://doi.org/10.52783/pst.1843.

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This research investigates the influence of online store interactivity on consumer choices in the fashion industry, focusing on how digital touchpoints affect purchasing decisions and consumer engagement. As the fashion industry continues to embrace e-commerce, the role of interactive features such as personalized recommendations, virtual try-ons, and real-time customer support has become crucial in shaping consumer behavior. The study employs a quantitative methodology, gathering data through surveys conducted with fashion e-commerce consumers in India. Using statistical analysis techniques s

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Muthaffar, Aisha, Sonia Vilches-Montero, and Renzo Bravo-Olavarria. "From digital touchpoints to digital journeys: How shopping mindsets influence appraisal of omnichannel journeys." International Journal of Information Management 77 (August 2024): 102778. http://dx.doi.org/10.1016/j.ijinfomgt.2024.102778.

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Nichifor, Eliza, Radu Constantin Lixăndroiu, Silvia Sumedrea, Ioana Bianca Chițu, and Gabriel Brătucu. "How Can SMEs Become More Sustainable? Modelling the M-Commerce Consumer Behaviour with Contingent Free Shipping and Customer Journey’s Touchpoints Optimisation." Sustainability 13, no. 12 (2021): 6845. http://dx.doi.org/10.3390/su13126845.

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Digital technology is leading the transformation of business models into sustainable ones, expanding and changing the competitiveness scenario. This paper aims to promote a new sustainable retailer model shaped by contingent free shipping theory and the optimisation of the customer’s journey, enriching the scientific literature by proposing a consumer behavioural model that highlights the contribution of four selected touchpoints to the sustainable transformation of SMEs. The research was elaborated by deploying a framework that presents five analysis methods, namely, an additive function cons

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Samarasinghe, K. R., M. J. M. Razi, and D. M. R. Dissanayaka. "Utilizing Digital Functional Touchpoints to Formulate Brand Loyalty among Millennial Consumers." Sri Lanka Journal of Management Studies 6, no. 1 (2024): 125–41. http://dx.doi.org/10.4038/sljms.v6i1.131.

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Shreesha, Hegde Kukkuhalli. "Improving Digital Sales Through Reducing Friction Points in the Customer Digital Journey Using Data Engineering and Machine Learning." International Journal of Innovative Research in Engineering & Multidisciplinary Physical Sciences 10, no. 3 (2022): 1–5. https://doi.org/10.5281/zenodo.14209370.

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Digital sales platforms increasingly face challenges related to customer journey friction, which can lead to drop-offs and lower conversion rates. This paper presents a data-driven approach combining data engineering and machine learning techniques to detect and mitigate friction points in digital customer interactions. By analyzing data from various digital touchpoints, our models identify, predict, and provide actionable insights for high-friction interactions, leading to a more seamless experience and improved conversion metrics. Experimental results show that our approach significantly imp

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Haron, Hazliza, Azalia Abd Rahman, Afiza Hajemi, Nor Syafiqah Hasnan, and Johra Kayeser Fatima. "Digital Touchpoints and their Influence on Customer Preference for the B2B Market." Environment-Behaviour Proceedings Journal 8, SI16 (2023): 251–56. http://dx.doi.org/10.21834/e-bpj.v8isi16.5247.

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Many B2B companies have invested in transformation technology, enhancing their digital marketing strategies. This study investigates digital marketing website touchpoints and explores their influence on customer preference in online transactions. The investigation proceeded with convenience sampling, and 311 electronic manufacturers participated in this online survey. Six variables were tested and analyzed using SPSS regression analysis. Three significant variables are visual appearance, ease of use, and order fulfillment. This study contributes to both theoretical and practical implications o

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Abdul Halim, Norhafizah, Shazwani Mohd Salleh, Siti Murni Mat Khairi, Mohd Shahid Azim Mohd Saufi, and Mohamad Khairuddin Abdul Halim. "CONSUMER BEHAVIOR IN ONLINE-TO-OFFLINE (O2O) COMMERCE: INSIGHTS AND TRENDS." Advanced International Journal of Business, Entrepreneurship and SMEs 6, no. 21 (2024): 233–42. https://doi.org/10.35631/aijbes.621018.

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This study examines consumer behavior in Online-to-Offline (O2O) marketing strategies. As digital platforms grow, businesses face the challenge of understanding how online interactions affect offline purchases. The main goal is to explore how digital touchpoints influence consumer behavior and how integrating online and offline channels can boost customer loyalty and sales. To achieve this, the research uses a mixed-methods approach, combining quantitative surveys and qualitative interviews to collect data from a diverse group of consumers. The findings show that digital touchpoints—like socia

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Burston Webster, Geoffrey, Tasadduq Imam, and Catherine White. "How Australian SMEs engage social media as digital touchpoints – a content analysis." Small Enterprise Research 28, no. 2 (2021): 170–89. http://dx.doi.org/10.1080/13215906.2021.1935309.

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Ketron, Seth, Alena Kostyk, and Atefeh Yazdanparast. "Guest editorial: Beyond tech gimmicks: omni-digital touchpoints for products and brands." Journal of Product & Brand Management 34, no. 1 (2025): 1–5. https://doi.org/10.1108/jpbm-02-2025-026.

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Nichifor, Eliza, Radu Constantin Lixăndroiu, Ioana Bianca Chițu, Gabriel Brătucu, and Adrian Trifan. "How Does Mobile Page Speed Shape in-between Touchpoints in the Customer Journey? A Research Regarding the Most Trusted Retailers in Romania." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 5 (2021): 1369–89. http://dx.doi.org/10.3390/jtaer16050077.

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In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer’ journey, analyzing the page load speed of the in-between touchpoints in the pre-check-out phase on smartphones. In this regard, comparative analysis and content analysis were performed, taking into consideration eight performance indicators, namely, first content paint, first input delay, largest contentful paint

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Meyer, Melanie A. "COVID-19 Pandemic Accelerates Need to Improve Online Patient Engagement Practices to Enhance Patient Experience." Journal of Patient Experience 7, no. 5 (2020): 657–64. http://dx.doi.org/10.1177/2374373520959486.

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The COVID-19 pandemic has led to rapid change in health care, accelerating the use of digital health services, including telehealth. Moreover, growth in value-based care has compelled consumers to become more engaged in care processes. It has also provided opportunities to enhance patient experiences by increasing patients’ access to online health information and services. This study assessed online patient engagement practices for 6 common patient touchpoints by reviewing the websites of the top 32 hospitals, including the top 10 children’s hospitals. The great majority of these hospitals pro

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Darvidou, Konstantia. "Omnichannel Marketing in the Digital Age: Creating Consistent, Personalized and Connected Customer Experiences." Technium Business and Management 10 (November 23, 2024): 34–54. http://dx.doi.org/10.47577/business.v10i.11903.

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This paper explores the transformative potential of omnichannel marketing as a strategic approach that integrates multiple online and offline channels to create a cohesive and seamless customer experience. As consumer expectations for convenience, personalization, and immediacy continue to rise, brands must move beyond traditional multichannel strategies to deliver interconnected experiences that resonate with the modern, digitally-savvy customer. The paper delves into the principles and significance of omnichannel marketing, emphasizing the importance of creating a unified brand presence acro

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Moorthy, Krishna, Laura J. Halliday, Nigel Noor, Christopher J. Peters, Venetia Wynter-Blyth, and Catherine E. Urch. "Feasibility of Implementation and the Impact of a Digital Prehabilitation Service in Patients Undergoing Treatment for Oesophago-Gastric Cancer." Current Oncology 30, no. 2 (2023): 1673–82. http://dx.doi.org/10.3390/curroncol30020128.

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Background: Home-based and supervised prehabilitation programmes are shown to have a positive impact on outcomes in patients with oesophago-gastric (OG) cancer. The primary aim of this study was to establish the feasibility of delivering a digital prehabilitation service. Methods: Patients undergoing treatment for OG cancer with curative intent were recruited into the study. During the COVID-19 pandemic, patients were offered a digital prehabilitation service. Following the lifting of COVID-19 restrictions, patients were also offered both a hybrid clinic-based in-person service and a digital s

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Stephen, Andrew, and Yasmeen Ahmad. "Recreating Intimacy With Connected Consumers." GfK Marketing Intelligence Review 9, no. 2 (2017): 48–53. http://dx.doi.org/10.1515/gfkmir-2017-00018.

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Abstract In the good old times shop manager knew their customers personally and were able to tailor offerings to their needs and desires. But how can we create meaningful moments for connected consumers in global markets? Yasmeen Ahmad explains how in digital times data fill in. Smart algorithms help generate insights and enable real time action to provide the right product and service to the right customer at the right time. Companies that don’t want to be left behind a digital elite need to remain close to their customers across multiple digital touchpoints. Being capable of reading, interpr

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Suresh Kumar Maddala. "AI-driven personalization in consumer goods and retail: A technical analysis." World Journal of Advanced Research and Reviews 26, no. 2 (2025): 458. https://doi.org/10.30574/wjarr.2025.26.2.1639.

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AI-driven personalization has become a critical competitive advantage in modern retail environments, enabling tailored customer experiences across digital and physical touchpoints. This article explores the transformative role of artificial intelligence technologies in reshaping consumer goods and retail personalization strategies. Beginning with an overview of fundamental AI personalization technologies, the discussion progresses through advanced recommendation engine architectures, dynamic pricing implementations, conversational AI systems, and in-store personalization solutions. The article

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Kumar, Pawan, and Ravi Kant Modi. "DIGITAL MARKETING AND HIGHER EDUCATION." Journal of Modern Management & Entrepreneurship 15, no. 02 (2025): 83–86. https://doi.org/10.62823/jmme/15.02.7537.

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The advent of digital marketing has revolutionized the way educational institutions communicate and connect with prospective students. This study explores the growing relevance of digital marketing strategies—such as content marketing, social media engagement, email marketing, and mobile advertising—in influencing student decisions regarding course and college selection. In contrast to traditional marketing media like newspapers and television, digital marketing offers precise targeting, real-time engagement, and a multidimensional outreach. With students increasingly consuming content through

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Baldivia, Michael, and Soumitra Chowdhury. "Adapting Business Models in the Age of Omnichannel Transformation: Evidence from the Small Retail Businesses in Australia." Journal of Theoretical and Applied Electronic Commerce Research 20, no. 1 (2024): 1. https://doi.org/10.3390/jtaer20010001.

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Due to the advent of digitalization, the retail business has seen major changes in recent decades, including e-commerce and multichannel retailing. Customers have witnessed the development of new and digitized channels, as well as solutions such as digital marketplaces, social media touchpoints, and augmented reality applications. During the COVID-19 pandemic, as most of the physical brick-and-mortar retailers were forced to close, more consumers turned to digital channels such as apps, websites, social media platforms, etc. Small retail businesses, which account for a sizable share of the ret

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Yasar, Ozge, and Tulay Korkusuz Polat. "A Fuzzy-Based Application for Marketing 4.0 Brand Perception in the COVID-19 Process." Sustainability 14, no. 24 (2022): 16407. http://dx.doi.org/10.3390/su142416407.

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One main point distinguishing Marketing 4.0 from other marketing approaches is the “customer”. Marketing 4.0 focuses on “act” and “advocacy” within the 5A (aware, appeal, ask, act, and advocate) customer path. In Marketing 4.0, advocacy is as important as the purchase of customers. In order to have good competitive power in the digital world, and to follow and guide their digital customers, brands need to determine their marketing strategies by considering the 5A customer path, in which there may be touchpoints where brands can intervene. During the COVID-19 pandemic, there was a significant d

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Wathuyaya, S., and D. Kosgoda. "From Click to doorstep: navigating the future of retail with automated picking in Omnichannel warehousing." Bolgoda Plains 4, no. 1 (2024): 68–71. http://dx.doi.org/10.31705/bprm.v4(1).2024.17.

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In this era, a concept change can be seen in the omnichannel approach. In the Brick & Motors approach, customers are required to visit the retail shop to purchase products and services, while the multi-channel approach uses multiple channels but one for order-to-delivery. In the cross-channel, customers can use two or three channels simultaneously to receive a product or service. However, omnichannel represents the integration of all accessible channels (i.e., in-store, mobile, and online) and client touchpoints to provide a seamless shopping experience. Thus, the coherence of the customer

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Ashutosh Verma. "A Framework for Cross-Channel Attribution and ROI Measurement: Integrating Online and Offline Data." Journal of Computer Science and Technology Studies 7, no. 4 (2025): 862–69. https://doi.org/10.32996/jcsts.2025.7.4.100.

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The digital transformation of consumer behavior has created an intricate web of interactions across online and offline channels, necessitating sophisticated attribution frameworks. This framework addresses the challenges of integrating multichannel data while providing actionable insights for marketing effectiveness. By combining digital and physical touchpoints, the framework enables organizations to develop accurate attribution models that capture the complete customer journey. The integration of advanced analytics with traditional metrics creates a holistic view of marketing performance, le

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Saxena, Deepak, Laurent Muzellec, and Joe McDonagh. "From Bureaucracy to Citizen-Centricity." International Journal of Electronic Government Research 18, no. 1 (2022): 1–17. http://dx.doi.org/10.4018/ijegr.305230.

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Organisations, including public service organisations, are increasingly adopting a digital transformation strategy, and deploying digital capabilities to enhance customer experience. However, digital initiatives in public services often focus more on the technology with relatively less regard to the citizen for whom the services are designed. To address this lacuna, this study contextualises the digital transformation of public services by focusing on the citizen. This study is based on data collected in the conduct of two projects involving public services within an EU member state. Based on

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Kaila, Sunanda. "How can Businesses Leverage Data Analytics to Influence Consumer Purchase Journey at Various Digital Touchpoints?" Journal of Psychosocial Research 15, no. 2 (2020): 699–714. http://dx.doi.org/10.32381/jpr.2020.15.02.30.

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Lütjens, Henk, Maik Eisenbeiss, Maximilian Fiedler, and Tammo Bijmolt. "Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints." Journal of Business Research 153 (December 2022): 445–66. http://dx.doi.org/10.1016/j.jbusres.2022.07.039.

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Yan, Kexue, Thanakon Ratchatakulpat, and Anong Taiwan. "The Role of Social Media in Digital Marketing: Impacts, Strategies, and Future Research Directions." Business and Social Sciences Conference Proceedings 1 (February 27, 2025): 48–57. https://doi.org/10.71222/1d62a074.

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Social media has revolutionized communication by enabling rapid sharing and interaction while simultaneously fostering personal and community online identities. It has the potential to reach a vast audience, effectively promoting brands, products, and services, attracting potential customers, and driving sales. Additionally, social media accelerates changes within the shared environment between businesses and consumers, influencing market behavior. Through a literature review integrated with the digital marketing research framework, this study categorizes and synthesizes key findings from exis

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Rahman, Romano Aulia. "DIGITAL MARKETING COMMUNICATION STRATEGIES IN THE ERA OF DISRUPTION." Jurnal Kebijakan Publik 15, no. 2 (2024): 261. http://dx.doi.org/10.31258/jkp.v15i2.8522.

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The era of technological disruption has fundamentally changed the way companies run business and interact with customers. This research aims to explore effective digital marketing communication strategies amidst this rapid change. The research method used is a qualitative approach with case studies of several companies that have successfully implemented digital marketing strategies. Data was collected through in-depth interviews, content analysis, and digital activity observations. The research results identified several key elements of a successful strategy, including leveraging data and anal

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M. Goradiya, Adv Hardik, Ms Nilam Hardik Goradiya, Ms Yashahshree Datar, et al. "Managing Brand Equity In The Digital Era: A Strategic Approach." International Journal of Environmental Sciences 11, no. 9s (2025): 1053–61. https://doi.org/10.64252/rmwz8842.

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In today's digital world, managing brand equity has become a key strategic goal for businesses that want to stay relevant in the market and keep customers loyal over time. This article examines the complex aspects of brand equity management in the digital age, highlighting the amalgamation of conventional branding strategies with innovative digital tools and platforms. It looks at how social media, content marketing, working with influencers, and real-time data affect how people see brands and their worth. The research examines the difficulties of ensuring brand consistency across digital touc

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Gowri Shankar Ravindran. "Big data and distributed computing: Transforming marketing through real-time customer data platforms." World Journal of Advanced Engineering Technology and Sciences 15, no. 3 (2025): 1144–50. https://doi.org/10.30574/wjaets.2025.15.3.0962.

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Big data and distributed computing technologies transform marketing through real-time customer data platforms (CDPs). Platforms unify first-party data from diverse digital touchpoints into comprehensive customer profiles that can be activated instantly across channels. Technical foundations of CDPs include distributed computing frameworks, stream processing technologies, and identity resolution capabilities that support real-time data management at scale. Sophisticated customer segmentation and personalization technologies create relevant experiences delivered at the moment of interaction. Eme

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Suriansha, Reza. "Pengaruh Customer Experince di Era Digitalisasi Terhadap Retensi Pelanggan pada Industri Retail." Journal of Economics and Business UBS 12, no. 4 (2023): 2270–77. http://dx.doi.org/10.52644/joeb.v12i4.269.

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Efektifitas manajemen Customer Experince atau pengalaman pelanggan di seluruh touchpoints, adalah kunci untuk membangun komitmen pelanggan, retensi, dan kesuksesan finansial berkelanjutan. Penelitian ini merupakan penelitian kualitatif yang dilakukan melalui program digitalisasi retail. Sumber yang digunakan dalam penulisan data ini adalah data sekunder dengan metode kualitatif. data sekunder berupa referensi data dalam penulisan karya ilmiah sumbernya diperoleh dari jurnal, artikel dan penulisan sebelumnya. Hasil penelitian menunjukkan bahwa customer experience dengan memanfaatkan digitalisas

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Weinpress, Alon. "Everything is media: A new approach to media and storytelling in the new digital era." Journal of Brand Strategy 13, no. 3 (2024): 254. http://dx.doi.org/10.69554/crhs5776.

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In today’s digital age, where consumers are bombarded with messages and have short attention spans, brands face the challenge of standing out. This paper proposes a paradigm shift for brands: viewing every interaction as a potential media opportunity. Drawing from case studies like Nike, Stella Artois and Glassdoor, it illustrates how brands can leverage routine interactions with their target audiences to craft compelling narratives, adapting to evolving consumer expectations. This paper suggests a practical model for identifying and maximising these media touchpoints, emphasising the importan

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Bertolini, Alessandra, Francesca Conte, Alfonso Siano, and Fabiola Marongiu. "Digital Communication of Conscientious Brands: Case Studies." Sustainability 15, no. 21 (2023): 15378. http://dx.doi.org/10.3390/su152115378.

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In the actual context, it is increasingly crucial for brands to act with a conscience and communicate their environmental and social commitments to gain social legitimacy from stakeholders. Despite the relevance of this issue, limited studies provide insight into conscientious communication. Specifically, there is a dearth of research in the conscientious brand literature on how conscience-driven brands can communicate in digital environments. Indeed, brands may benefit from digital touchpoints by increasing social acceptance. The proposed paper aims to provide a conscientious communication de

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