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What is Consumer Journey

Connecting With Consumers Through Effective Personalization and Programmatic Advertising
It is defined as the process that explains how the consumer goes through different phases until they reach a purchase. It is made up of all the customer's interactions with the brand until they reach the decision to buy. This also defines what stage of the buying process the customer is at.
Published in Chapter:
The Impact of Retargeting on Consumer Well-Being and Purchase Intention
Evelina Davidova (Independent Researcher, Portugal) and Ana Cristina Antuntes (Independent Researcher, Portugal)
DOI: 10.4018/978-1-6684-9146-1.ch011
In this study, the authors approached retargeting. It consists of an analysis of products seen by the user, but not purchased, and with a mathematical algorithm, present advertising in real-time, based on their behavior on different online platforms, as well as measuring the impact produced by this advertising technique on consumers' well-being. They also tried to assess its influence on consumers' purchase intentions. Data were obtained from 427 individuals who participated voluntarily in an online questionnaire. The hypotheses were tested using a series of hierarchical regressions, Pearson's correlation test, T-test, ANOVA, and Chi-square. The outcome suggests that the consumer's awareness frequency, regarding the retargeting campaigns, does not have any influence – positive or negative – on the consumer's well-being. In the same line, the authors did not find any direct connection between the exposure frequency to retargeting campaigns and the consumers' purchase intentions. However, this investigation suggests that specific messages can influence, positively, the consumer's well-being.
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Creativity Processes Applied to the Innovation Management of a Digital Showroom for Cars
Summary of the consumer's routine, taking into account a short period of time, i.e., day, week or month. It describes the routine of the consumer attending to the moment when the product or service of the business would have the opportunity to participate. From this, plan for business strategies.
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Deepening the Use of Social Media and Tourism Travel Behaviour
The collection of several steps that constitute the entire experience a customer has while communicating with an organization or brand.
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Search Engine Marketing to Attract International Digital Traffic
The buyer's journey is a framework divided in steps that acknowledges a consumer’s progression through recognition, consideration and research ultimately culminating in a purchase decision ( Lemon & Verhoef, 2016 ).
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