10.4225/03/591bba7eb3877 Jason Pallant Jason Pallant The influence of marketing communications on the consumer path to purchase for both online and in-store purchases Monash University 2017 Path to purchase e-commerce Channel migration Multi-channel shopping Marketing communications Marketing Communications Marketing not elsewhere classified 2017-05-17 02:50:37 Thesis https://bridges.monash.edu/articles/thesis/The_influence_of_marketing_communications_on_the_consumer_path_to_purchase_for_both_online_and_in-store_purchases/5004182 This thesis examines the way online browsing and online or in-store purchasing behaviours evolve across the purchases customers make from a brand, and how this is influenced by the marketing communications that customers receive from that brand and its competitors. A sample of customers of three different retail brands are tracked over a two year period, and changes to browsing and purchase behaviour are observed. A model is developed which predicts the way customers are most likely to evolve from one purchase to the next, and demonstrates the way these changes to behaviour are influenced by marketing communications including emails and catalogues.