Evolutionary framework of hierarchy of effects models: exploring relevance in the shifting of customer path

Rishi Chakravarty,Nripendra Narayan Sarma

doi:10.1108/xjm-09-2020-0151

Abstract

Purpose The hierarchies of effects models have been perpetually updated across different time period. Ever since the evolution of the primary customer path indicated through the Attention, Interest, Desire, Action model in the 1900s, the hierarchical frameworks have witnessed a significant transformation in context to the present age of Web connectivity. Therefore, the purpose of this study is to understand the transformation in the hierarchy of effects models in the age of connectivity. Design/methodology/approach This paper is conceptual in nature and an attempt to provide an overall view of the shifting dimension in the customer path as indicated in the various hierarchies of effects models since evolution up to the age of digitalisation. Findings It is observed that in the age of connectivity customer loyalty is expressed in terms of brand advocacy rather than repurchase, and that the customer path has been redefined. This seems pertinent because of the swift exchange of information that occurs among the online customer communities. Originality/value This paper identifies a need to provide a contemporary outlook to the customer path in the age of internet connectivity.

Highlights

The digital disruptions have significantly affected the hierarchy models of advertising effects and have generated a paradigm shift in the way customers think and make decisions
Contrary to the customer path as indicated in the traditional frameworks (Table 1) inclining towards sales enhancement, the models developed thereafter in the modern phase were more concentrated on measuring the effectiveness of advertising messages
The customer paths demonstrated in the previous hierarchical models are not sufficient in this current age of digitalization that has transformed the way people socialize and communicate with one another (Wijaya, 2012)

Summary

Rishi Chakravarty

Department of Management, Krishna Kanta Handiqui State Open University, Guwahati, India and Department of Management, Assam Down Town University, Guwahati, India, and Nripendra Narayan Sarma Department of Management, Krishna Kanta Handiqui State Open University, Guwahati, India

Introduction

Merill DeVoe

Hierarchical models of communication in the modern path

Sandra Ernst Moriarty

Richard Vaughn