Digital Touchpoints Research Articles

The Role of Digital Touchpoints in Car Purchasing - An Empirical Research Concerning the Indian Market

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, information search experience, and purchase opportunities. Stratified and purposive sampling techniques were used to collect data from 605 car owners and prospective buyers across five high-selling states in India. Data analysis via SPSS & SMART-PLS confirmed construct validity, revealed the direct and indirect effects of the model. Findings: Websites and non-official websites emerged as preferred digital touchpoints for information search. Most customers were male (61.4%), aged between 30 and 35 (35.4%). Customers' age is associated with the official websites (p=0.001, χ =14.21) and YouTube (p=0.007, χ =18.698) usage. Enabling digital content search (EDCS; β=0.311, t =7.331), appropriateness of digital information (AOI; β=0.594, t =11.556) positively impact Exciting Pursuit (EP; β=0.629, t =27.610) and the customer's interest in exploring various purchase opportunities (EPO). EP (t=28.525) significantly influences EPO and act as a mediator between EDCS/AOI (t=11.834/t = 7.399) and EPO. Novelty: This research focuses on the role of digital touchpoints in the car purchase journey in India. It focuses on the customer's emotional response to the digital touchpoints, which are used to gather information for their purchase, and it is creating a mediating effect of exciting pursuit in the relationship between digital touchpoints and purchase opportunities. By leveraging the S-O-R model, this study contributes to the current discussion regarding the changing role of digital touchpoints in the automobile industry. Keywords: Digital Touchpoints, Digital Marketing, Stimuli­Organism­Response Model, Car Buyer Behaviour, Automobile Industry, Structural Equation Modelling

Effects of consumer suspicion: a review and agenda for future research

PurposeThe objective is to identify the effects of suspicion as well as knowledge gaps, especially in noninterpersonal contexts. This study aims to propose a robust framework for future research. The overarching goal is to foster a comprehensive understanding of consumer suspicion, its implications and its potential avenues in the ever-evolving field of consumer behavior.Design/methodology/approachBased on a focused review of the literature, this study synthesizes the effects of suspicion in interpersonal and noninterpersonal contexts to unveil its importance for consumer behavior.FindingsThe cognitive, affective and behavioral effects of suspicion are identified. Furthermore, a discernible imbalance is observed, as the predominant focus on interpersonal consumer contexts leaves a significant gap in the comprehension of how consumers navigate and perceive suspicion in noninterpersonal interactions. This topic is important especially in an era dominated by complex brand interrelationships and digital touchpoints. Also, the operationalization of the suspicion construct in a plethora of studies seems to be suboptimal, suggesting a need for improvements with respect to its dynamic nature. In this regard, this review provides insightful directions to advance research in the abovementioned domains.Research limitations/implicationsThe synthesis of the findings of the empirical articles did not focus on variations in consumer suspicion across different cultures or regions. In addition, the dynamic nature of suspicion and the evolving landscape of consumer behavior mean that findings and implications may require periodic reassessment to maintain relevance. Also, this review did not delve into the methodological diversities across the studies examined.Practical implicationsThis review offers marketers and businesses critical insights into the consumer suspicion dynamics. By understanding these nuances, companies can tailor strategies to mitigate suspicion and optimize consumer relationships.Originality/valueThrough synthesizing the effects of suspicion and providing avenues for future research, this study significantly contributes to consumer behavior literature.

The brand-building process of B2B high-tech startups in an omni-digital environment

Purpose Through the theoretical lens of social practice theory, the aim of this research is to investigate how business-to-business (B2B) high-tech startups build their brands in an omni-digital environment, particularly by focusing on the most important digital touchpoints implemented to interact with stakeholders. Design/methodology/approach A qualitative analysis was performed by conducting 36 semi-structured interviews with key informants operating in B2B high-tech startups, including founders, CEOs, managing directors, marketing managers and other actors from this sector. Findings The results reveal the enablers, inhibitors and specific objectives of startups in their brand-building processes across digital touchpoints in an omni-digital environment. Originality/value This study offers new theoretical insights into new ventures’ brand management strategies through the development of a theoretical framework in which the enablers, inhibitors and specific objectives of the brand-building process of startups are identified. Although the recent literature has addressed the topic of startup brand building, this is the first study, to the authors’ knowledge, focused on the brand-building process of B2B high-tech startups in an omni-digital environment.

«Digital Postcovid Syndrome» - possibilities and limits in digital communication with neurological patients

Background: This work deals with the question of which digital touchpoints in the course of a patient journey are desired by neurological patients, important for effective treatment and easy to implement. Methodology: 100 (44 men, 56 women) patients in a neurological practice at three different locations were examined using a written questionnaire with closed questions on topics of online booking, making appointments and reminders via SMS, video consultation with the doctor and chat with the doctor or the medical practice assistant. Results: It was shown that the older a person is, the less they prefer digital booking and consultation and that the more they work, the more they prefer digital booking and consultation and the longer they live in Switzerland, the less they prefer chat advice. Data protection plays a more important role in older patients. Regarding gender no significant differences can be shown. Discussion: The results are in line with a survey conducted by the Swiss Medical Association (Foederatio Medicorum Helveticorum) of 2020, which shows that the population wants to relieve the burden on doctors in administrative tasks through the use of digital solutions considered desirable. In this study, both younger and older patients are very interested in booking appointments online and to receive an appointment reminder via text message. Since older patients tend to prefer conservative booking, a «hybrid model» should be offered so that both options are available.

From digital touchpoints to digital journeys: How shopping mindsets influence appraisal of omnichannel journeys

This research examines evolving shopping behaviours as emerging technologies and digital touchpoints increasingly draw shoppers to navigate digital omnichannel environments. While consumers transition from simple interactions with touchpoints to embarking on complex digital journeys, there remains a scarcity of relevant theorising to examine the holistic omnichannel experience. Therefore, our approach adopts a consumer-centric perspective wherein we argue that the specific mindset adopted by consumers during the digital shopping journey significantly shapes their perception of the omnichannel experience. Using three experiments and a survey, we demonstrate that consumers’ perceived quality of the omnichannel journey is mindset dependant, with a maximiser mindset exerting an increased positive effect compared to a satisficer mindset. Furthermore, we delve into the underlying mechanisms of this phenomenon to show that consumers’ self-efficacy evaluations mediate the relationship while the quality of the omnichannel configuration moderates it. Finally, we discuss a range of theoretical contributions, providing actionable insights for practitioners seeking to enrich the digital omnichannel experience and effectively engage today’s digital-savvy consumers.

Digital health integration for noncommunicable diseases: Comprehensive process mapping for full-life-cycle management.

To create a systematic digital health process mapping framework for full-life-cycle noncommunicable disease management grounded in key stakeholder engagement. A triphasic, qualitative methodology was employed to construct a process mapping framework for digital noncommunicable disease management in Shanghai, China. The first phase involved desk research to examine current guidance and practices. In the second phase, pivotal stakeholders participated in focus group discussions to identify prevalent digital touchpoints across lifetime noncommunicable disease management. In the final phase, the Delphi technique was used to refine the framework based on expert insights and obtain consensus. We identified 60 digital touchpoints across five essential stages of full-life-cycle noncommunicable disease management. Most experts acknowledged the rationality and feasibility of these touchpoints. This study led to the creation of a comprehensive digital health process mapping framework that encompasses the entire life cycle of noncommunicable disease management. The insights gained emphasize the importance of a systemic strategic, person-centered approach over a fragmented, purely technocentric approach. We recommend that healthcare professionals use this framework as a linchpin for efficient disease management and seamless technology incorporation in clinical practice.

Digital Touchpoints and their Influence on Customer Preference for the B2B Market

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 of digital marketing practice by B2Bs, especially decisions on the features to be implemented on their current website to enhance their marketing practices further.

Digital Communication of Conscientious Brands: Case Studies

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 definition and explore requirements that conscientious brands can fulfil to communicate their conscientiousness to stakeholders in the online context. The findings emerging from secondary data-based case studies offer a preliminary definition of conscientious communication and initial answers to what conscientious brands communicate (main contents), to whom (main audience), for what objectives (functions), how (main principles) and where (main digital means and channels) they communicate. Furthermore, the paper provides a compass to orient managers and practitioners toward conscientious communication strategies and practices to achieve environmental, social, and governance goals. This study broadens the debate on conscientious brands and offers theoretical insights into social legitimacy. Finally, it paves the way for future research in this emerging field.

Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature

PurposeThe role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment.Design/methodology/approachThis article consolidates the authenticity studies in various digital touchpoints using the entity-referent correspondence framework. This research employs bibliometric analysis and thematic analysis of 103 articles in the last 15 years.FindingsFive research clusters are identified: (1) human, (2) brand-generated content, (3) user-generated content, (4) branded platforms and (5) new technologies-based touchpoints (artificial intelligence, augmented reality and virtual reality). Most interactive marketing studies focus on human and content authenticity, and new technologies-based touchpoints lack comprehensive conceptualization. The review synthesizes the types of authenticity used in each touchpoint and highlights the importance of true-to-creator-self and true-to-customer-self in customer evaluation. We further propose a research framework with four antecedent groups and outcomes.Practical implicationsOur research supports managers by highlighting the type of authenticity prioritized in each touchpoint's development.Originality/valueTo answer the call from interactive marketing researchers, this research highlights the distinct definitions of authenticity at various digital touchpoints rather than looking at the overall brand. Trends, gaps and future research agenda of the authenticity concept in technology adoption and customer behavior are discussed.

Post-pandemic Change in Women’s Online Buying Preferences

Many people’s lifestyles and goals have altered as a result of the pandemic, and their buying habits have shifted as well. The goal of this study is to determine the post-pandemic change in women’s online buying preferences. The study influenced the influence of the pandemic on e-commerce across industries to discover online women consumers’ priorities in online buying preferences. Shopping got more comfortable for consumers as a result of the availability of more digital touch points and an increase in the available time. Still, it also became more challenging for marketers to keep track of everything. Customers are continually exposed to the option to make purchases, whether on social media, reading their email, or watching YouTube videos. Because of this, marketers must create an Omni channel presence to be at the front of consumers’ minds wherever they are. Spearman correlation, ANOVA, and percentage analysis have been used for the statistical analysis. The study found that people anticipate a wide variety of alternative payment choices from online shopping as they do more and more of their shopping online. Buy Now Pay Later (BNPL) industry is growing alongside general e-commerce as a whole. Nowadays, consumers expect everything to be delivered to their doorsteps. Millennials and Gen Z consumers continue to rely on influencers for product discovery and deciding which brands to believe in. Specifically, consumers now often look for recommendations from social media influencers who could only have a limited, niche audience. As consumers increasingly opt for digital channels for browsing and buying, brands need to make sure that their digital experience is on par with what someone would get in the store.

The Internet of Things (IoT) Impact on Global Security

The purpose of this study is analyze from the perspectives political science and international relations the role of this emerging technology in global affairs, especially on the potential strategic impact of the IoT impact on Global Security. The Internet of Things (IoT) will impact every area of Global Affairs from security to business to international development and aid. As objects, data, systems and people become part of this global interconnected network, business models, stakeholder interaction, systems of governance and security threats will irrevocably change. Governments, not-for-profit organizations and business will have no choice but to innovate, optimize and incorporate an increasingly disparate array of digital touchpoints when engaging with stakeholders, assessing threats and collaborating with partners. This is not a technological problem; it is a strategic issue that has no tool or program that will solve the problems that this technology will bring. To answer the problem of research, researcher use qualitative research design. Researchers use primary sources in the form of official state documents and secondary sources in the form of interviews with experts, through journals, dissertations and related research. The results of the study found that the massive development of IoT creates information vulnerability that threatens national security as well as global security.

Digitalizing customer journeys in B2B markets

This paper explores the digitalization of business-to-business (B2B) customer journeys, which is recognized as a top research priority, but one that has not yet received substantial academic attention. Due to their complexity, customer journeys are particularly relevant in B2B settings, and this is further emphasized through the increasing use of digital technologies. This paper identifies three key dimensions of B2B customer journeys that are influenced by digitalization. These are the digitalization of touchpoints (i.e., adding digital touchpoints and transforming or facilitating touchpoints), the change of roles in digitalized journeys (i.e., introducing new roles, activating customers, and emphasizing collectivity), and the digitalization of the overall process (i.e., extending, enhancing, and supporting the process). The research is based on an in-depth case study of a B2B firm and four customers. Insights from the research add to the customer journey literature through the exploration of digitalized B2B customer journeys, providing guidance for academics and practitioners.

The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel

This study investigates the impacts of various nonbrand-owned digital touchpoints for restaurant brands, which are social support and credible influencer on trust in multichannel. The influence of trust in multichannel towards emotional brand attachment coupled with its mediating influences on domain correlations are explored. This study integrates social support theory and trust transfer theory to evaluate the links among constructs. This study also utilizes a structured survey from a sample of 446 individuals in Klang Valley area of Malaysia. The results indicate that informational support and influencer credibility influence trust in multichannel while trust in multichannel influences emotional brand attachment. Trust in various channels also plays several important mediating roles in predicting emotional brand attachment. Apart from contributing to theoretical advances, this study has important practical implications for practitioners to establish more effective marketing strategies.

Brand post popularity on Facebook, Twitter, Instagram and LinkedIn: the case of start-ups

PurposeWith the growing trend of omni-channel marketing, brands are increasingly looking to offer a seamless experience to their online fan base by connecting with them across multiple social media platforms. This paper explores the relationship between brand posts' characteristics and popularity for start-ups across four different social media platforms: Facebook, Twitter, Instagram and LinkedIn.Design/methodology/approachA total of 1,200 social media posts from 10 start-ups were subjected to content analysis. Regression analysis was employed with brand posts' popularity (likes, comments and shares/retweets) as the dependent variable.FindingsThe results reveal several nuances in brand post popularity for start-ups across Facebook, Twitter, Instagram and LinkedIn. Antecedents of the popularity measures of likes, comments and shares/retweets also fared differently.Originality/valueThe paper reports one of the earliest empirical studies to better understand how the qualities of brand posts are related to their appeal across multiple social media platforms. It advances the literature on social media marketing and offers insights to social media managers of brands, particularly start-ups, on how to offer smoother customer journeys across numerous digital touchpoints.

Fracture Liaison Service (FLS) for secondary prevention of fragility fractures: the Italian IMPACT Project

Osteoporosis and subsequent fragility fractures are an important public health issue since this is a common disease that leads to disability, and increased mortality, and therefore has a significant social and economic impact. Several studies have highlighted a dramatic diagnostic-therapeutic gap. A coordinated multidisciplinary system, known as the fracture liaison service (FLS) model, is the most appropriate approach for osteoporosis management and secondary prevention. Developed by the International Osteoporosis Foundation (IOF) through its Capture the Fracture campaign, the FLS model aims to avoid fragmentation of the care pathway by facilitating communication and coordination between primary care and medical specialists. The approach also involves patient identification and education, risk evaluation, the approval of treatments, and long-term follow up. The development of FLS programs has been strongly supported by the IOF. In Italy’s case, the primary recommendations made by the IOF in order to improve the management of patients with fragility fractures, and reverse the expected increase in the number of such fractures and their relative cost over the next 10 years, include the development of dedicated multidisciplinary care pathways, based on the FLS model. In order to make an effective contribution to the organizational needs in this regard, the primary objective of the IMPACT Project is to support the implementation and customization, in selected pilot centers in Italy, of an FLS model in line with the IOF recommendations and coherent with the Italian National Health Service (SNN), and to identify connection points with the territory, the activities of new healthcare professionals, and digital touchpoints in the care pathway.

Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

AbstractIn a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics and personality traits to brands, as the brand's personality has a significant influence on consumers’ behavior and their brand relationships. However, despite a growth in research interest over the past two decades, the literature on consumers’ digital brand personality perceptions remains fragmented and dispersed across digital contexts. Thus, now is an opportune time to take stock of the field and build a knowledge foundation for future research to establish the domain of digital brand personality. To this end, this systematic literature review, based on the TCCM framework, identifies dominant theories, contexts, characteristics, and methodologies used to study consumers’ digital brand personality perceptions by systematically reviewing 107 peer‐reviewed journal articles published between 2005 and 2021. Using an in‐depth content analysis of the articles, this review integrates research findings from different digital contexts and provides a new conceptual framework of digital brand personality. The review concludes with a comprehensive research agenda that highlights the need to broaden the theoretical groundings of the field (theory); identifies numerous digital touchpoints and new technologies that remain underexplored (context); reveals inconsistencies and knowledge gaps regarding dimensions, antecedents, and consequences of digital brand personality (characteristics); and suggests diverse, digital‐based research approaches (methodology) to further advance the study of consumers’ digital brand personality perceptions.

Toward customer hyper-personalization experience — A data-driven approach

Today’s omnichannel business models incorporate physical and digital touchpoints interacting with customers. A hyper-personalization strategy relies on the organization’s capability to gather and transform customer data into personalized experiences; therefore, when a hyper-personalization organizational plan is put in place, it serves two main functions: to deliver personalized experiences and increase the number of customers receiving such experiences. For this to happen, four elements are required for a hyper-personalization strategy: data foundation, decisions, design, and distribution. While customer master data management relies on the correct identification of a customer, a real customer insight can only be achieved when three types of customer data are gathered: Identity, Contactability, and Traceability (I, C, T)- fulfilling the first element of a hyper-strategy. This article aims to identify the benefits in the total number of customers that can receive a hyper-personalization strategy when real-time touchpoints are linked to a customer Master Data Management that integrates the three types of customer data.

Efectividad de los puntos de contacto digitales y su impacto en la participación de la marca del consumidor en la puesta en marcha de biotecnología de Lemonilo

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 brand engagement at biotechnology start-up. The methodology used factor analysis and regression analysis from an online survey. The respondents were selected by giving questionnaires to consumers who had bought one or more products from biotechnology start-up. The main finding showed digital touchpoints affected consumer brand engagement at biotechnology start-up (0.000, p < 0.01). However, the results with moderator variable of hedonic value (0.4235) and utilitarian value (0.5147)does not moderated digital touchpoints effectiveness on consumer brand engagement (p > 0.05). This study provide a new perspective on measurement items of digital touchpoints effectiveness and provides information for marketers to pay attention to important aspects for increase the engagement of several digital touchpoints.

How Can Firms Effectively Use Technology in Customer Journey Management

IntroductionAs societies and markets are being continually transformed by digital technologies, the workaround where the customer is found has become complex, going through multiple ordering channels, interactions, advertisements, and influences, with a mixture of both physical and digital touchpoints. Under this reality, organizations rely on a digital transformation to

매장 특성이 고객경험과 고객인게이지먼트에 미치는 영향: 언택트 성향의 조절효과

Recently, the retail industry is creating a new customer experience with the advanced technology in stores. Therefore, this study aims to examine the effects of store characteristics on customer experience and engagement. Two aspects of store touch points including traditional and digital are considered as independent variables. In addition, the moderating effect of the consumer untact tendency between digital touch point of a store and customer experience is tested. A survey was conducted on 393 customers who have visited beauty stores, and the hypothesis were verified through a structural equation model (SEM). As results, the digital touch point of beauty stores was a important factor influencing the customer experience, and the customer experience had positive effects on customer engagement. Also, it was found that the influence of digital touch points on the customer experience varies according to the consumer untact tendency. The research Implications for the retailing management and further researches are suggested in the conclusion.