influencer decision making in eCommerce combining: 1) specific defined online persona behaviors 2) traditional marketing purchase funnel 3) customer journey 4) online purchase funnel Part of BITE Framework by Henrik von Scheel
St. Elmo Lewis’ idea is often referred to as the AIDA-model - an acronym which stands for Awareness, Interest, Desire, and Action. This staged process is summarized below: AWARENESS – the customer is aware of the existence of a product or service INTEREST – actively expressing an interest in a product group DESIRE – aspiring to a particular brand or product ACTION – taking the next step towards purchasing the chosen product
Forrester (2007) - Two important points about Purchase Funnels: 1. The purchase funnel is more complicated than the the traditional funnel model describes. 2. There are some new factors to consider when using the funnel in a modern context (such as social media).