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Figure 6.10 An Online Consumer Purchasing Model Awareness- Evaluation of Post-purchase Need Search Alternatives Purchase Behavior- Recognition Loyalty Market Communications Search engine Display ads Page views E-mail Website hits Stickiness Acquisition; Affiliates Site design Conversion Social networks Blogs Mobile ads Apps 1,000 50 purchases 12 loyal 100,000 Impressions Unique visitors (5% rate) customers 10,000 Search clicks (1% of impressions) (25% retention) 1,500 Likes