Приложение на SOR модела за потребителско поведение за моделиране на маркетинговите комуникации, насочени към преживявания
Application of the SOR model of consumer behavior to model experiential marketing communications

Author(s): Ralitsa Yaneva
Subject(s): Economy, Marketing / Advertising, Human Resources in Economy
Published by: Международно висше бизнес училище
Keywords: marketing; experiences; communications; SOR model
Summary/Abstract: Customer experience includes all of а customer's interactions with a company and its product, app, or website over time. In the present study, the types of consumer experience are reviewed. Based on the existing SOR model of consumer behavior, parallel models are drawn up at each stage of the customer journey to emphasize communication strategies aimed at customer experiences with the brand. In order to ensure a positive experience, it is necessary to know the customers and their needs. Creating complete customer profiles will help understand and measure customer behavior at every touchpoint and across multiple communication channels, with aim to achieve long-lasting and effective relationships between the client and the business organization.

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