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Understanding Branding in a digitally empowered world

2015; Elsevier BV; Volume: 33; Issue: 1 Linguagem: Inglês

10.1016/j.ijresmar.2015.12.003

1873-8001

Tülin Erdem, Kevin Lane Keller, Dmitri Kuksov, Rik Pieters,

Digital Marketing and Social Media

As digitalization increases, retail firms must invest in online and mobile commerce to attract customers to their website or mobile store. Since the type of device used to access marketing channels influences conversions, this research examines the different impacts of different devices such as desktop computers, tablets, and smartphones on the success of various marketing channels. We find customer experience (CX) to be important in improving attribution outcomes (e.g., conversion rates) by combining clickstream and survey data to understand consumers' decision processes. Therefore, this paper also conceptualizes and measures perceptions of CX of clickstream-data participants. We identify the central implications of using each device.