Effects of Zero Moment of Truth on consumer buying decision: An exploratory research in Turkey

Abstract

With the advent of Internet that enables always connected consumers and readily available rich information about all types of products, consumer's purchase decision process has been radically altered that accompanies more information seeking activity prior to going to the store shelf. First moment of truth (FMoT) and Zero Moment of Truth (ZMoT) are the concepts coined by practitioners studying important moments in the consumer purchase decision process. First moment of truth emphasizes the critical importance of the in-store experience and the first few seconds when the consumer encounters with the brands on the shelve. The Zero moment of truth highlights the consumer's online research phase that occurs prior to the buying decision. It includes using electronic Word of Mouth (e-WoM) to make more informed decisions. The concept goes back to impulsive purchasing behavior studied in the academic research. This paper lays down the theoretical background of Zero Moment of Truth concept and links it to the existing academic literature. Furthermore, it uses a prior similar research conducted in US market to discover how zero moment of truth effects Turkish consumers' actual buying behavior. The research analyzes the results across different demographic segments. Finally, the results are compared with the prior research.

The evolving interaction between traditional marketing channels and the digital age

“…Online platforms offer consumers a wealth of reviews, ratings, and user-generated content that significantly impact their perceptions and choices (Rasool & Pathania, 2021). The phenomenon known as the "Zero Moment of Truth" (ZMOT), introduced by Google, underscores this shift (Ertemel & Başçi, 2015). Consumers now actively engage in research before making a purchase, leveraging digital tools to gather information, compare options, and assess peer experiences (Karimi, Papamichail & Holland, 2015).…”

Benchmarking de instituições de ensino EaD que ofertam trilhas de aprendizagem

“…A importância de recomendações on-line é mais significativa, uma vez que os consumidores recorrem aos seus pares e conteúdos gerados pelos usuários (avaliações, classificações, etc.) para coletar informações sobre determinada marca [12] . Por isso, seria interessante se houvesse a indicação de conteúdos diferentes, não apenas cursos, uma vez que deve ser considerado, também, o fato de que cursos on-line atingem um grande número de alunos, o que configura heterogeneidade com diferentes propósitos e aprendizados [2] .…”

Social Media Advertising for Achieving Long-term Marketing Objectives

“…Marketers can set a wide variety of advertising goals, make detailed segmentation, target specific categories of customers, and influence their behavior efficiently. At the same time, social media is shifting the power from marketers to consumers, because regarding the democracy allowed in social media all users as consumers can now be in contact with each other exchanging information about products and services, which pushes marketers to change their old methods to match the new needs of consumers (Ertemel et al 2016). Marketers face the challenges of attracting and retaining customers as online word of mouth significantly affects consumer decisions.…”