Reviewing the impact of digital migration on the consumer buying journey with robust measurement of PLS‐SEM and R Studio

Abstract

AbstractCurrent research has contributed to multiple relationship marketing models with digital migration, while studying multiple mediation effects of constructs like customer review, media mix and redesigned consumer journey, to develop a promising approach that will help to understand changing consumer preferences. By using PLS‐SEM and R studio, this research contributed to multiple relationship marketing models where different robust measuring standards of PLS‐SEM like multicollinearity, average variance, composite reliability, discriminant validity, endogeneity, R2 and IPMA helped in idealising marketing model assessment and fitness. Research findings indicate that with dynamism in consumer preferences, firms indeed have to redesign their marketing models with a focused ideology, reflecting the trend of digital migration with respect to media mix, customer review and a redesigned consumer journey for their final consumption behaviour. Government who were not near a digital platform needed to innovate their working style by improving their digital infrastructure and making digitization easier for consumers.