The SoLoMo customer journey: a review and research agenda
The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peer-reviewed articles, published books, trade publications, and doctorate...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2017-12-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/9796/IM_2017_04_Papakonstantinidis.pdf |
| _version_ | 1819267857088774144 |
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| author | Stavros Papakonstantinidis |
| author_facet | Stavros Papakonstantinidis |
| author_sort | Stavros Papakonstantinidis |
| collection | DOAJ |
| description | The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peer-reviewed articles, published books, trade publications, and doctorate dissertations. This paper examines the SoLoMo consumer, which is a concept that has not been widely discussed in the literature of digital marketing. A thorough literature review of the digital customer journey indicates an oxymoron. On the one hand, there is a vast range of studies in the literature to explore the impact of social media and mobile devices on marketing and consumer behavior. On the other hand, little has been said about the integration of social media, mobile application, and local marketing and how it shapes the profile of the SoLoMo consumer. This paper suggests three areas for further research: (1) the examination of the SoLoMo consumer behavior; (2) the exploration of the digital customer journey; and (3) the investigation of selected new technologies that can shape the future of marketing. The study contributes to the understanding of digital consumer behavior in a multichannel marketing environment. It also proposes a research agenda to explore the future of online consumer behavior in the digital multi-touchpoint market landscape. |
| first_indexed | 2024-12-23T21:23:49Z |
| format | Article |
| id | doaj.art-7a1793f121794ee8a1d4981dba1a069b |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-12-23T21:23:49Z |
| publishDate | 2017-12-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-7a1793f121794ee8a1d4981dba1a069b2022-12-21T17:30:40ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262017-12-01134475410.21511/im.13(4).2017.059796The SoLoMo customer journey: a review and research agendaStavros Papakonstantinidis0https://orcid.org/0000-0002-7273-0235Doctor of Social Sciences, The American University of the Middle EastThe purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peer-reviewed articles, published books, trade publications, and doctorate dissertations. This paper examines the SoLoMo consumer, which is a concept that has not been widely discussed in the literature of digital marketing. A thorough literature review of the digital customer journey indicates an oxymoron. On the one hand, there is a vast range of studies in the literature to explore the impact of social media and mobile devices on marketing and consumer behavior. On the other hand, little has been said about the integration of social media, mobile application, and local marketing and how it shapes the profile of the SoLoMo consumer. This paper suggests three areas for further research: (1) the examination of the SoLoMo consumer behavior; (2) the exploration of the digital customer journey; and (3) the investigation of selected new technologies that can shape the future of marketing. The study contributes to the understanding of digital consumer behavior in a multichannel marketing environment. It also proposes a research agenda to explore the future of online consumer behavior in the digital multi-touchpoint market landscape.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/9796/IM_2017_04_Papakonstantinidis.pdfconsumer behaviorcustomer journeydigital marketingelectronic commercelocal marketingmobile applications |
| spellingShingle | Stavros Papakonstantinidis The SoLoMo customer journey: a review and research agenda Innovative Marketing consumer behavior customer journey digital marketing electronic commerce local marketing mobile applications |
| title | The SoLoMo customer journey: a review and research agenda |
| title_full | The SoLoMo customer journey: a review and research agenda |
| title_fullStr | The SoLoMo customer journey: a review and research agenda |
| title_full_unstemmed | The SoLoMo customer journey: a review and research agenda |
| title_short | The SoLoMo customer journey: a review and research agenda |
| title_sort | solomo customer journey a review and research agenda |
| topic | consumer behavior customer journey digital marketing electronic commerce local marketing mobile applications |
| url | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/9796/IM_2017_04_Papakonstantinidis.pdf |
| work_keys_str_mv | AT stavrospapakonstantinidis thesolomocustomerjourneyareviewandresearchagenda AT stavrospapakonstantinidis solomocustomerjourneyareviewandresearchagenda |