Evolutionary framework of hierarchy of effects models: exploring relevance in the shifting of customer path

Purpose The hierarchies of effects models have been perpetually updated across different time period. Ever since the evolution of the primary customer path indicated through the Attention, Interest, Desire, Action model in the 1900s, the hierarchical frameworks have witnessed a significant transformation in context to the present age of Web connectivity. Therefore, the purpose of this study is to understand the transformation in the hierarchy of effects models in the age of connectivity. Design/methodology/approach This paper is conceptual in nature and an attempt to provide an overall view of the shifting dimension in the customer path as indicated in the various hierarchies of effects models since evolution up to the age of digitalisation. Findings It is observed that in the age of connectivity customer loyalty is expressed in terms of brand advocacy rather than repurchase, and that the customer path has been redefined. This seems pertinent because of the swift exchange of information that occurs among the online customer communities. Originality/value This paper identifies a need to provide a contemporary outlook to the customer path in the age of internet connectivity.