Impact of Micro Moments on Fashion Retail Shopper’s Journey

Hasan Gilani, Phoebe Twiss

Research output: Contribution to journalArticlepeer-review


The new age of mobile technology and consumer reliance on such devices has changed the dynamics of buying
behaviour of retail shoppers. Today’s consumer is fickle, savvy, yet very aware of technological advances that impact their
everyday lives. It is imperative that contemporary retail organisations tap on such opportunities where they can optimize
the use of technology by putting it to much use towards their branding and marketing strategies. This research paper
explores the literature on the subject of micro-moments and how it impacts on retail shopper’s journey. Several academic
contributions on the subject of m-commerce and its linkages to consumer buying behaviour have been reviewed and
discussed in detail. The thorough literature review on the subject clearly indicates opportunities and scope for further
research on the subject area.
Original languageEnglish
Pages (from-to)51-74
Number of pages23
JournalInternational Journal of Research in Business Management
Issue number7
Publication statusPublished - 25 Aug 2018


  • micro-moments
  • mobile technology
  • retail shopping
  • m-commerce

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