Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers' purchase decisions
Abstract
Purpose In the age of digital media, customers have access to vast digital information sources, within and outside a company's direct control. Yet managers lack a metric to capture customers' cross-media exposure and its ramifications for individual customer journeys. To solve this issue, this article introduces media entropy as a new metric for assessing cross-media exposure on the individual customer level and illustrates its effect on...
Paper Details
Title
Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers' purchase decisions
Published Date
May 4, 2020
Volume
31
Issue
3
Pages
489 - 508
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History