The Examination of Tech Disruptions’ Patterns on the Consumer Journey

The integration of new technologies into the lives of consumers has caused significant changes in their journey, while directly altering consumers’ moment of truth. This study proposes a theoretical framework depicting recent innovations, the ongoing integration of digital touch-points within the consumer journey, and their overall impact on the first moment of truth (FMOT). The paper also discusses the role of digital social responsibility in the consumer journey, mediating the relationship between the used touch points and customers’ advocacy to the purchased brand. The proposed conceptual model is based on a thorough enquiry of the effects of technology on purchasing decisions and brand advocacy. It incorporates a comprehensive updated consumer journey across four stages, namely: (1) awareness and consideration, (2) engagement and purchase, (3) delivery, and (4) brand advocacy, mediated by digital social responsibility. As such, the paper reflects the ongoing integration of digital touch-points within the consumer journey. As the role of multi-channel marketing in the consumers’ consumption journey and its subsequent impact on the FMOT is still under-researched, the current study enhances the understanding of the new consumer journey allowing marketers to tailor and enhance the user experience at various touch-points.