Contact points, Brand Communication, Digital Media, Fashion
The emergence of evolving path to purchase leads to gaining a clearer understanding of revolutionized digital channels. Customer engagement in today’s electronic word is happening through interactive media contact points. This study investigates various interactive media contact points in context of fashion market. This research was based on qualitative approach using sequential incident technique to understand all contact points and episodes encountered during the customer journey. The study presents detailed analysis of semi-structured interviews. The findings uncovered forty interactive media contact points. The results highlight areas of online customer journey and provide comprehensive understanding of relationship between different stages of an online customer journey. The findings contribute to the growing area of interactive media marketing research. The study provides direction for scholars and practitioners to design interactive media contact points map for fashion brands.
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