Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers’ purchase decisions

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Klein , J F , Zhang , Y , Falk , T , Aspara , J & Luo , X 2020 , ' Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers’ purchase decisions ' , Journal of Service Management , vol. 31 , no. 3 , pp. 489-508 . https://doi.org/10.1108/JOSM-11-2018-0360

Title: Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers’ purchase decisions
Author: Klein, Jan F.; Zhang, Yuchi; Falk, Tomas; Aspara, Jaakko; Luo, Xueming
Contributor: Hanken School of Economics, Marketing, Helsinki
Belongs to series: Journal of Service Management
ISSN: 1757-5818
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 consumers' purchase decisions. Design/methodology/approach Building on information and signalling theory, this study proposes the entropy of company-controlled and peer-driven media sources as a measure of cross-media exposure. A probit model analyses individual-level customer journey data across more than 25,000 digital and traditional media touchpoints. Findings Cross-media exposure, measured as the entropy of information sources in a customer journey, drives purchase decisions. The positive effect is particularly pronounced for (1) digital (online) versus traditional (offline) media environments, (2) customers who currently do not own the brand and (3) brands that customers perceive as weak. Practical implications The proposed metric of cross-media exposure can help managers understand customers' information structures in pre-purchase phases. Assessing the consequences of customers' cross-media exposure is especially relevant for service companies that seek to support customers' information search efforts. Marketing agencies, consultancies and platform providers also need actionable customer journey metrics, particularly in early stages of the journey. Originality/value Service managers and marketers can integrate the media entropy metric into their marketing dashboards and use it to steer their investments in different media types. Researchers can include the metric in empirical models to explore customers' omni-channel journeys.
Date: 2020-06-17
Subject: 512 Business and Management
digital media
individual-level data
experience tracking
customer journey
media synergies
Customers and Relations
Marketing Effectiveness and Profitability
KOTA2020
PREM2020_10
2 - Hybrid open access publication channel
1 - Self archived
https://helda.helsinki.fi/dhanken/handle/10227/357814
1- Minst en av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
AoS: Competition economics and service strategy - Quantitative consumer behaviour and competition economics
AoS: Competition economics and service strategy - Service and customer-oriented management
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