International Journal of Technology Marketing (10 papers in press)

Regular Issues

• Antecedents to selection and usage of online video streaming platforms: a grounded theory approach  
  by Biswajita Parida, Pragya Jayaswal 
  Abstract: Owing to the rising global competition in the online video streaming space, service providers require a thorough understanding of viewers psychology behind their online video consumption. In this light, the present work conducts in-depth interviews with viewers to comprehend the antecedents behind their selection and usage of online video streaming platforms. Grounded theory is employed to identify theoretical categories emerging from the interviews using the constant comparative method. The interview dataset is coded and analysed using a three-step process: open, axial, and selective coding. The mined themes align with the uses and gratifications theory, such as the content (variety, originality, availability, globality, virality), process (recommender system, shared usage, easy access, easy to use interface, interactive platform, review system), social (social approval, social influence), and hedonic gratifications (entertainment). Other findings unveil viewers device preferences (private vs. public viewing, comfort, mobility constraints), several individual factors (sense of accomplishment, curiosity, loneliness, boredom, impatience, digital confidence), and ways to push viewers binge-watching behaviour. The study concludes by offering valuable guidelines for managers and potential research questions for future researchers.
  Keywords: online video streaming platform; OVSP; uses and gratifications theory; media consumption behaviour; viewer preferences; psychological motivations; over the top services; grounded theory.
  
  
• Consumer resistance to autonomous checkout technology: a study on active and passive innovation resistance  
  by Özge Akin 
  Abstract: The study aims to understand consumers' reactions to applications that incorporate artificial intelligence technology, how they perceive these technologies, and the factors that prevent them from adopting them using innovation resistance theory. Data were collected online from 610 individuals and analysed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and partial least squares structural equation modelling (PLS-SEM) via SPSS 26 and SmartPLS 3.0. The results indicated that passive innovation resistance (PIR) and adoption barriers were not directly related to adoption intention. However, due to the sequential nature of the innovation adoption process, active innovation resistance (AIR) and adoption barriers arise as a result of information processing based on PIR. AIR is the most dominant predictor of adoption intention; it also acts as a central mediator and influences the mechanism of adoption.
  Keywords: consumer resistance; innovation; artificial intelligence; autonomous checkout technology; passive innovation resistance; PIR; active innovation resistance; AIR.
  
  
• A theoretical essay on marketing digitalisation in SMEs  
  by Marina Proença, Ana Maria Machado Toaldo 
  Abstract: Based on the marketing systems theory, our theoretical essay is an attempt to broaden the understanding of the digitalisation in small and medium-sized companies in the field of strategic marketing, that is, considering the creation, communication and delivery of long-term value. Despite significant advancements in digital transformation in recent years, SMEs are still failing to realise their full potential as they often utilise digitalisation in a tactical manner, lacking connections to the overall strategy of the company. To address this gap, we have developed theoretical propositions and a framework based on existing literature, to provide insights into how the use of new technologies can provide competitive advantages to these companies. We conclude by encouraging empirical testing and the practical application of the ideas presented in this work.
  Keywords: marketing; digitalisation; theoretical essay; small and medium enterprises.
  
  
• An approach for dynamic testing of augmented reality in retail contexts  
  by Christian Sonnenberg, B. Andrew Cudmore, Scott D. Swain 
  Abstract: Augmented reality (AR) presents a variety of potential opportunities in retail spaces. However, as compared to traditional web-based marketing, it also faces greater challenges due to increased costs, longer development times, and a lack of standards. This study aims to address these challenges, presenting an approach that can increase developer efficiency and improve usability in AR retail apps. The proposed AR prototyping tool facilitates dynamic, real-time adjustments of AR elements without the need for full application expenditure. This also allows marketers to quickly develop AR mockups and test in-person retail promotional outlays. Our research includes a mixed-methods approach to identify the specific challenges of AR development in a retail environment, present developers with a scalable alternative, and prioritise which attributes of AR are most important for dynamic adjustments.
  Keywords: augmented reality; human-computer interaction; usability studies; annotation attributes; marketing; digital marketing; retail technology; application development; developers; multi-methods.
  
  
• The evolution of brand image: exploring the influence of technology through bibliometric analysis  
  by Tayfun Şaan, Timuçin Dalgıç, Muhammet Ali Tiltay 
  Abstract: The aim of this study is to reveal the scientific development in the field of brand image and demonstrate how technologies influence it. Therefore, a bibliometric analysis was conducted using VOSViewer and Bibliometrix applications on 1,477 studies published between 1991 and 2024. The findings show a systematic increase in the number of brand image studies. Authors in the field receive significant citations, largely due to their contributions to destination image and the measurement of brand image. Moreover, brand image studies have extensively concentrated on themes such as social media, sustainability, and electronic word of mouth, which have remained dominant for a considerable period. Recent advancements in technologies such as social media, artificial intelligence, and communication technologies have become essential for brand image research. The results demonstrate that these technological developments are reflected in both the subjects and methods within the field. In addition, the study provides theoretical and managerial implications.
  Keywords: bibliometric analysis; Bibliometrix; brand image; Scopus; technological advancement; VOSViewer.
  
  
• Women marketers: an examination of gender disparities in the gig economy  
  by Dalal S. Ahmad, Fatima M. Hajjat 
  Abstract: Previous research indicates a gender income gap among marketers. To the best of our knowledge, no research has been conducted to address that wage discrepancy in marketing in the gig economy. Therefore, this study examines whether women marketers face pay discrimination. Utilising data collected from an online hiring platform, the authors use propensity score matching to address possible endogeneity related to differences between men and women marketers. We create three propensity score-matched samples of varying strictness to run the regression model. We find that gender wage discrimination exists in the gig economy among marketers. These results indicate that even in the gig economy, where marketers are theoretically competing on a level playing field, gender wage discrimination still occurs, potentially having ongoing implications.
  Keywords: women marketers; marketing; advertising; marketing wage gap; gender wage gap; gig economy; platforms; income inequality; freelancers; gender discrimination.
  DOI: 10.1504/IJTMKT.2025.10067712
   
  
• The role of perceived value, trust, and characteristics of mobile banking applications in shaping continuance intention: evidence from Saudi Arabia  
  by Karim Garrouch, Olfa Bouhlel, Mohamed Nabil Mzoughi 
  Abstract: This research extends the literature in the arena of mobile banking and aims to verify a model explaining continuance intention, in a post-adoption phase, as a consequence of quality, perceived value, trust as well as security and privacy. The research model was applied using survey data from 256 commercial bank customers in Saudi Arabia. The respondents were mobile banking application users. The proposed structural model was verified using partial least squares structural equation modelling analysis via SmartPLS. Utilitarian and hedonic values as well as trust were the most important motivation factors driving consumers' continuance intention. In addition, perceived security, privacy, and perceived service quality significantly influence trust and both value dimensions. The results have implications for banks to plan effective strategies to increase the use of their mobile banking applications.
  Keywords: continuance intention; information quality; mobile banking application; perceived security and privacy; perceived service quality; perceived value; Saudi Arabia.
  DOI: 10.1504/IJTMKT.2025.10067723
   
  
• In terms of complexity theory via fsQCA: the role of inbound digital marketing in purchase decision making  
  by Abeer Elsayed Fayed 
  Abstract: The present study has dealt with identifying the impact of using inbound digital marketing techniques on customers' purchase decision-making using complexity theory via the fuzzy-set qualitative comparative analysis (fsQCA) to identify causal recipes that can lead to high levels of impact on the customer's purchase decision-making. Data were collected from 714 elements of consumers in the Kingdom of Saudi Arabia. The study has concluded that there is no single factor affecting the customers' purchase decision, but there is a combination of four configurations, causal recipes that provide high levels of impact on the customers' purchase decision, attraction stage, conversion stage, closing stage, delight stage, all of which impact on the customers making a purchase decision. The results of this study will benefit marketers in providing modern techniques and methods that can motivate customers to make a purchase decision on products.
  Keywords: inbound digital marketing; complexity theory; customers' purchase decision; attraction stage; conversion stage; closing stage; delight stage.
  DOI: 10.1504/IJTMKT.2025.10067725
   
  
• Role of digital maturity and customer profiling: potentials for lead generation - a study in oil and gas industry  
  by Dominique Futterer, Anna-Maria Wassermann 
  Abstract: This study analyses the relationship between a company's digital maturity and its lead generation success in a more digitally conservative oil and gas (O&G) industry, and whether content personalisation, as an outcome of customer profiling, is used more intensively by companies with advanced digital maturity levels. The results show that a company's lead generation success increases with digital maturity. Content personalisation can play a major role for lead generation success and is facilitated by higher digital maturity. Therefore, driving digitalisation may be crucial for companies to maintain long-term competitiveness. However, the O&G industry shows medium overall digital maturity. Overall, this study provides an elaborate framework for assessing digital maturity from a more focused marketing and sales perspective. Moreover, the results provide marketers and managers with reasons for promoting digitalisation within their companies and assist them in developing an adequate strategy for their future lead generation.
  Keywords: digital maturity; customer profiling; personalised content; lead generation.
  DOI: 10.1504/IJTMKT.2024.10066554
   
  
• The effect of self-confidence in the relationship between influencer marketing and willingness to buy  
  by Dominyka Venciute, Ricardo Fontes Correia, Agne Kudzmanaite, Marius Kuslys 
  Abstract: Over the last years, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or strengthen their image. Influencers, whether associated or not to brands, have the power to influence consumer behaviour. But how does this influence happen? And are all customers influenced in the same way? This research aims to answer these questions and clarify the relationship between influencer marketing and consumer behaviour. Specifically, we study the impact that intention to engage, propensity to trust and perceived value has on willingness to buy regarding influencers' posted content. The findings also reveal that for people with higher self-confidence the impact of perceived value of an influencer's posted content and willingness to buy is higher. The study provides managerial insights that may be beneficial for marketing practitioners to adjust their influencer marketing strategy.
  Keywords: influencer marketing; social networks; self-confidence; willingness to buy.
  DOI: 10.1504/IJTMKT.2025.10067720