MICRO MOMENTS MARKETING AND ITS IMPACT IN FASHION INDUSTRY

MICRO MOMENTS MARKETING AND ITS IMPACT IN FASHION INDUSTRY
Author(s):
Muskaan Gupta, Dr. Namrata Maheshwari
Keywords:
concise representation, consumer behavior, fashion industry, interpretability, micro-moment, relevancy
Abstract
Micro-moment is defined as “an intent rich moment when a person turns to a device to act on a need: to know, go, do or buy”. The overall purpose of the study is to determine the importance of micro-moments marketing in the area of customer experience and form a clear understanding of the effects various micro-moments situation can have on the customer experience on the various touchpoints along the customer journey in fashion industry. In order to achieve the objectives, the sample of 147 respondents were collected through a well-structured questionnaire. The data was tested using required statistical tools and techniques. The study also revealed that micro moments information relevancy, interpretability and concise representation have significant impact on consumer buying behavior.
Article Details
Unique Paper ID: 156835 Publication Volume & Issue: Volume 9, Issue 5 Page(s): 156 - 161
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