ARTICLES
SUMMARY
Digital Marketing and Metrics
2022-2023
, Table of Contents
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout
the Customer Journey. P.74-82 ............................................................................................. 2
Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty
formation for different customer journey segments. .......................................................... 6
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation
on the retailing value chain. p.350-359 ................................................................................ 9
Reinartz, W., Wiegand, N., & Wichmann, J. R. (2019). The Rise of Digital (Retail)
Platforms. ............................................................................................................................. 12
De Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of
online advertising for purchase conversion in a multiple-channel attribution framework.
.............................................................................................................................................. 17
Bleier, A., & Eisenbeiss, M. (2015). Personalized online advertising effectiveness: The
interplay of what, when, and where. ................................................................................. 19
Borah, A., Banerjee, S., Lin, Y. T., Jain, A., & Eisingerich, A. B. (2020). Improvised
marketing interventions in social media. P.69-78 .............................................................. 21
Liadeli, G., Sotgiu, F., & Verlegh, P. W. (2022). A Meta-Analysis of the Effects of Brands’
Owned Social Media on Social Media Engagement and Sales .......................................... 23
Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying
the impact of traditional marketing and online consumer activity. ................................. 26
Wang, Y. Y., Guo, C., Susarla, A., & Sambamurthy, V. (2021). Online to offline: the impact
of social media on offline sales in the automobile industry. ............................................. 29
Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-
of-mouthprocess: What we know and need to know about eWOM creation, exposure,
and evaluation. .................................................................................................................... 32
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. (2016). The effect of electronic
word of mouth on sales: A meta-analytic review of platform, product, and metric
factors. ................................................................................................................................. 34
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. .............. 36
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through
online social influencers: An empirical investigation of sponsored blogging campaigns.
Only Study 1 ......................................................................................................................... 38
Akpinar, E., & Berger, J. (2017). Valuable Virality.............................................................. 41
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality
(sharing) of online digital content? The critical role of information, emotion, and brand
prominence .......................................................................................................................... 44
1
,Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the
Customer Journey. P.74-82
Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and
media, and customer experiences are more social in nature. These changes require firms to
integrate multiple business functions, and even external partners, in creating and delivering
positive customer experiences. In this article, the authors aim to develop a stronger
understanding of customer experience and the customer journey in this era of increasingly
complex customer behavior. To achieve this goal, they examine existing definitions and
conceptualizations of customer experience as a construct and provide a historical perspective
of the roots of customer experience within marketing. Next, they attempt to bring together
what is currently known about customer experience, customer journeys, and customer
experience management. Finally, they identify critical areas for future research on this
important topic.
The current literature states that customer experience is a multidimensional construct
focusing on a customer’s cognitive, emotional, behavioral, sensorial, and social responses to
a firm’s offerings during the customer’s entire purchase journey. We view customer
engagement emerging as a component of customer experience through specific interactional
touch points, such as social communities and interactions with service employees or other
customers.
We conceptualize customer experience as a customer’s “journey” with a firm over time during
the purchase cycle across multiple touch points. We also conceptualize the total customer
experience as a dynamic process. The customer experience process flows from prepurchase
(including search) to purchase to post purchase; it is iterative and dynamic. This process
incorporates past experiences (including previous purchases) as well as external factors. In
each stage, customers experience touch points, only some of which are under the firm’s
control.
The first stage—prepurchase—encompasses all aspects of the customer’s interaction with the
brand, category, and environment before a purchase transaction. The second stage—
purchase—covers all customer interactions with the brand and its environment during the
purchase event itself. It is characterized by behaviors such as choice, ordering, and payment.
The third stage—postpurchase—encompasses customer interactions with the brand and its
environment following the actual purchase. This stage includes behaviors such as usage and
consumption, postpurchase engagement, and service requests.
We identify four categories of customer experience touch points: brand-owned, partner-
owned, customer-owned, and social/external/independent. The customer might interact with
each of these touch point categories in each stage of the experience. Depending on the nature
of the product/service or the customer’s own journey, the strength or importance of each
touch point category may differ in each stage.
Brand-owned touch points: These touch points are customer interactions during the
experience that are designed and managed by the firm and under the firm’s control. They
2
, include all brand-owned media (e.g., advertising, websites, loyalty programs) and any brand-
controlled elements of the marketing mix (e.g., attributes of product, packaging, service, price,
convenience, sales force).
Partner-owned touch points: These touch points are customer interactions during the
experience that are jointly designed, managed, or controlled by the firm and one or more of
its partners. Partners can include marketing agencies, multichannel distribution partners,
multivendor loyalty program partners, and communication channel partners.
Customer-owned touch points: These touch points are customer actions that are part of the
overall customer experience but that the firm, its partners, or others do not influence or
control. An example would be customers thinking about their own needs or desires in the
prepurchase phase. During purchase, the customer’s choice of payment method is primarily a
customer-owned touch point, although partners may also play a role. Customer-owned touch
points are most critical and prevalent postpurchase, when individual consumption and usage
take center stage
Social/external touch points: These touch points recognize the important roles of others in
the customer experience. Throughout the experience, customers are surrounded by external
touch points (e.g., other customers, peer influences, independent information sources,
environments) that may influence the process. Peers may exert influence, solicited or
unsolicited, in all three stages of the experience. Other customers, through extrarole behavior
or simply through proximity, may influence customers, especially during the purchase process
or for products and services for which consumption occurs at or right after purchase (e.g.,
theaters, concerts, restaurants, sporting events, mobile apps)
It is important to consider how past experience—at each stage of the customer’s experience
(prepurchase, purchase, and postpurchase)—may influence his or her current experience.
Specifically, Verhoef, Neslin, and Vroomen (2007) highlight interrelationships between
channel attitudes in different purchase phases. They show that attitudes toward the search
ability of channels are positively related to attitudes on the purchase ability of channels.
3
SUMMARY
Digital Marketing and Metrics
2022-2023
, Table of Contents
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout
the Customer Journey. P.74-82 ............................................................................................. 2
Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty
formation for different customer journey segments. .......................................................... 6
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation
on the retailing value chain. p.350-359 ................................................................................ 9
Reinartz, W., Wiegand, N., & Wichmann, J. R. (2019). The Rise of Digital (Retail)
Platforms. ............................................................................................................................. 12
De Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of
online advertising for purchase conversion in a multiple-channel attribution framework.
.............................................................................................................................................. 17
Bleier, A., & Eisenbeiss, M. (2015). Personalized online advertising effectiveness: The
interplay of what, when, and where. ................................................................................. 19
Borah, A., Banerjee, S., Lin, Y. T., Jain, A., & Eisingerich, A. B. (2020). Improvised
marketing interventions in social media. P.69-78 .............................................................. 21
Liadeli, G., Sotgiu, F., & Verlegh, P. W. (2022). A Meta-Analysis of the Effects of Brands’
Owned Social Media on Social Media Engagement and Sales .......................................... 23
Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying
the impact of traditional marketing and online consumer activity. ................................. 26
Wang, Y. Y., Guo, C., Susarla, A., & Sambamurthy, V. (2021). Online to offline: the impact
of social media on offline sales in the automobile industry. ............................................. 29
Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-
of-mouthprocess: What we know and need to know about eWOM creation, exposure,
and evaluation. .................................................................................................................... 32
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. (2016). The effect of electronic
word of mouth on sales: A meta-analytic review of platform, product, and metric
factors. ................................................................................................................................. 34
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. .............. 36
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through
online social influencers: An empirical investigation of sponsored blogging campaigns.
Only Study 1 ......................................................................................................................... 38
Akpinar, E., & Berger, J. (2017). Valuable Virality.............................................................. 41
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality
(sharing) of online digital content? The critical role of information, emotion, and brand
prominence .......................................................................................................................... 44
1
,Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the
Customer Journey. P.74-82
Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and
media, and customer experiences are more social in nature. These changes require firms to
integrate multiple business functions, and even external partners, in creating and delivering
positive customer experiences. In this article, the authors aim to develop a stronger
understanding of customer experience and the customer journey in this era of increasingly
complex customer behavior. To achieve this goal, they examine existing definitions and
conceptualizations of customer experience as a construct and provide a historical perspective
of the roots of customer experience within marketing. Next, they attempt to bring together
what is currently known about customer experience, customer journeys, and customer
experience management. Finally, they identify critical areas for future research on this
important topic.
The current literature states that customer experience is a multidimensional construct
focusing on a customer’s cognitive, emotional, behavioral, sensorial, and social responses to
a firm’s offerings during the customer’s entire purchase journey. We view customer
engagement emerging as a component of customer experience through specific interactional
touch points, such as social communities and interactions with service employees or other
customers.
We conceptualize customer experience as a customer’s “journey” with a firm over time during
the purchase cycle across multiple touch points. We also conceptualize the total customer
experience as a dynamic process. The customer experience process flows from prepurchase
(including search) to purchase to post purchase; it is iterative and dynamic. This process
incorporates past experiences (including previous purchases) as well as external factors. In
each stage, customers experience touch points, only some of which are under the firm’s
control.
The first stage—prepurchase—encompasses all aspects of the customer’s interaction with the
brand, category, and environment before a purchase transaction. The second stage—
purchase—covers all customer interactions with the brand and its environment during the
purchase event itself. It is characterized by behaviors such as choice, ordering, and payment.
The third stage—postpurchase—encompasses customer interactions with the brand and its
environment following the actual purchase. This stage includes behaviors such as usage and
consumption, postpurchase engagement, and service requests.
We identify four categories of customer experience touch points: brand-owned, partner-
owned, customer-owned, and social/external/independent. The customer might interact with
each of these touch point categories in each stage of the experience. Depending on the nature
of the product/service or the customer’s own journey, the strength or importance of each
touch point category may differ in each stage.
Brand-owned touch points: These touch points are customer interactions during the
experience that are designed and managed by the firm and under the firm’s control. They
2
, include all brand-owned media (e.g., advertising, websites, loyalty programs) and any brand-
controlled elements of the marketing mix (e.g., attributes of product, packaging, service, price,
convenience, sales force).
Partner-owned touch points: These touch points are customer interactions during the
experience that are jointly designed, managed, or controlled by the firm and one or more of
its partners. Partners can include marketing agencies, multichannel distribution partners,
multivendor loyalty program partners, and communication channel partners.
Customer-owned touch points: These touch points are customer actions that are part of the
overall customer experience but that the firm, its partners, or others do not influence or
control. An example would be customers thinking about their own needs or desires in the
prepurchase phase. During purchase, the customer’s choice of payment method is primarily a
customer-owned touch point, although partners may also play a role. Customer-owned touch
points are most critical and prevalent postpurchase, when individual consumption and usage
take center stage
Social/external touch points: These touch points recognize the important roles of others in
the customer experience. Throughout the experience, customers are surrounded by external
touch points (e.g., other customers, peer influences, independent information sources,
environments) that may influence the process. Peers may exert influence, solicited or
unsolicited, in all three stages of the experience. Other customers, through extrarole behavior
or simply through proximity, may influence customers, especially during the purchase process
or for products and services for which consumption occurs at or right after purchase (e.g.,
theaters, concerts, restaurants, sporting events, mobile apps)
It is important to consider how past experience—at each stage of the customer’s experience
(prepurchase, purchase, and postpurchase)—may influence his or her current experience.
Specifically, Verhoef, Neslin, and Vroomen (2007) highlight interrelationships between
channel attitudes in different purchase phases. They show that attitudes toward the search
ability of channels are positively related to attitudes on the purchase ability of channels.
3
