Denegri-Knott, J., Jenkins, R. and Scullion, R. (2015)
Smart phones and tablets are now ubiquitous agents of information for consumer decision-making (Deloitte 2012, Econsultance 2012, Nielsen 2012). Industry forecasts see the smartphone displacing in-store staff and other sources of information in informing consumer decision-making and report an upward trend in their use for information acquisition and product comparisons (Deloitte 2012). These digital agents have amplified information points beyond marketing stimuli and WOM to include online expert reviews, social recommendations, apps and price comparison sites which allow for complex comparison between products and services (Brynjolfsson et al., 2013). As a result, the ecology of possible information sources available for decision-making has become larger and more complex.