Millenials Zero Moment of Truth on smartphones

This study examines the Zero Moment of Truth (ZMOT) in comparison to the two classic moments of truth, First Moment of Truth (FMOT) and Second Moment of Truth (SMOT), in the smartphone purchase process among the millennial segment in the city of Cuenca, Ecuador, for the period 2021-2022. The researc...

• Glavni avtor: González Loyola, Pablo (author)
• Drugi avtorji: Toledo Pacheco, Karina (author), Yanza Azaña, Aracely (author)
• Format: article
• Jezik: spa
• Izdano: 2023
• Teme: Momento cero de la verdad; millennials; primer momento de la verdad; proceso de compra; segundo momento de la verdad; First moment of truth; purchasing process; second moment of truth; zero moment of truth
• Online dostop: https://revistas.uta.edu.ec/erevista/index.php/bcoyu/article/view/2247