International Journal of Technology Transfer and Commercialisation (8 papers in press)

Regular Issues

• The influence of social media on consumer purchase decisions and sales increment of businesses owned by women in Kosovo  
  by Tringa Danca Hoti 
  Abstract: The primary objective of this research paper was to analyse and evaluate the impact of social media on sales increase for businesses owned by women, particularly in the context of the shift from traditional to online marketing. Specifically, it examines how communication through social media platforms influences sales growth for women entrepreneurs in Kosovo. To gather primary data, a structured questionnaire was employed, yielding 50 responses from participants in Kosovo via Google Forms as the online survey tool. The findings indicate that social media significantly contributes to an increase in sales, especially for women-owned businesses. Consumers are increasingly relying on social media to discover and purchase products, often bypassing traditional in-store visits. This frequent exposure to products via social media can result in impulse purchases, further boosting sales for female entrepreneurs. For data analysis, SPSS was utilised to perform descriptive statistics, frequency tables, charts, and Chi-square tests, while t-tests were employed to test the hypotheses. This study enhances the existing literature by highlighting how social media marketing impacts the sales performance of businesses owned by women.
  Keywords: social media; marketing; sales increment; women entrepreneurs; online marketing; advertising.
  DOI: 10.1504/IJTTC.2025.10069759
   
  
• Cultural and religious values steering the digital future?  
  by Harshdeep Kaur, Sandeep Singh, Hajer Jarrar, Daisy Mangla, Charbel Salloum 
  Abstract: The present research focuses on exploring the effect of these factors on entrepreneurial activity in India in detail. Entrepreneurial activity and economic growth in any country go hand in hand. There is a plethora of factors that boost entrepreneurship in the nation. The steps taken by the government to increase entrepreneurial activity within the country, religious beliefs, cultural values, existing employment opportunities, and several other competitive advantages render huge benefits to the growth of the country. Besides, the popularity of the concepts of Industry 4.0 and digitalisation is proving to be a game-changer in shaping the entrepreneurial landscape within the country. The current study includes a comprehensive review of academic and industry publications published during the last 10 years exclusively in English. The findings of the study reveal that active entrepreneurship and its continuous growth have the potential to drive economic growth and development in India and that culture and religious beliefs, along with robust government initiatives, play a massive role in promoting entrepreneurship in the country. Along with that, the study also highlights the inevitable role played by digitalisation and Industry 4.0 in the wholesome growth of the economy.
  Keywords: cultural value; India; entrepreneurship; evolution; Industry 4.0; digitalisation.
  DOI: 10.1504/IJTTC.2025.10070044
   
  
• The role of Tunisian universities in managing sustainable innovation: contribution of art and craft institutes in combating environmental degradation  
  by Wissem Ben Chikha 
  Abstract: In the face of the environmental crisis, education is a key lever for preparing future generations to tackle sustainability challenges. This study examines the integration of sustainability concepts into the curricula of art and craft institutes, focusing on practical teaching tools, sustainable policies, and interdisciplinary collaboration between arts and technology to develop innovative solutions. Through a PLS-SEM analysis of 149 students, the findings reveal that practical tools enhance their engagement and understanding of environmental issues, thereby facilitating the application of sustainability concepts. While the impact of sustainable policies is less pronounced, they remain crucial in steering education toward meaningful change. This study also highlights the importance of interdisciplinary collaboration and urges institutions to prioritise sustainability in art education to better equip students for future ecological challenges.
  Keywords: sustainable innovation; Tunisian universities; arts and crafts; environmental degradation; educational strategies; environmental sustainability.
  DOI: 10.1504/IJTTC.2025.10070045
   
  
• Innovative resource management for strategic entrepreneurship and competitive advantage  
  by Yan Yewei, Renato Pereira, Hajer Jarrar, Charbel Salloum, Iman Samir Youssef 
  Abstract: This empirical investigation explores the integration of strategic entrepreneurship (SE) and the resource-based view (RBV) within Chinese manufacturing enterprises to identify mechanisms for sustained competitive advantage (SCA). Central to this study is the assessment of knowledge-based resources and their impact on core competencies and opportunity newness. The findings indicate that knowledge-based resources significantly enhance core competencies and contribute positively to the level of opportunity newness, which in turn influences the firm’s strategic and innovative capabilities. A crucial element of this study is the examination of resource bundling processes stabilising, enriching, and pioneering. These processes serve as moderators between core competencies and knowledge-based resources. Particularly, the enriching bundling process exhibits a stronger modulatory effect compared to its counterparts. This research underscores the dynamic interplay between opportunity recognition, resource management, and core competencies within the framework of SE, providing new insights into the strategic management of resources for achieving and sustaining competitive advantages. This study contributes to theoretical advancements by demonstrating the practical implications of SE in aligning strategic resources with entrepreneurial opportunities for enhanced organisational performance.
  Keywords: strategic entrepreneurship; SE; knowledge-based resources; resource bundling; core competencies.
  DOI: 10.1504/IJTTC.2024.10067395
   
  
• Casualisation of teaching workforce in higher education sector: a study of its impact on the relative performance of the employees  
  by Abhishek Sharma, Kiran Mehra, Supreet Sandhu 
  Abstract: The casualisation of workforce has achieved the status of global phenomenon and the education sector of India is also one of the prominent sectors that increase its dependence on the casual workforce. The international organisations such as International Labor Organisation (ILO) and the Industrial and Public Service International (PSI) have condemned the practice of casualisation in various sectors of the country. The increase in casualisation of workforce in education sector is having the long term impact on the overall growth and development of the country. The education institutions are adopting the practices of hiring casual workers rather than full time workers. The study attempts to establish the relationship between the casualisation of teaching workforce and the performance of employees in higher education sector by setting the null and alternative hypothesis. The regression analysis test through the IBM SPSS software is used to analyse the data which showed that there is a positive correlation between the casualisation of workforce and work performance of the employees.
  Keywords: casualisation; higher education industry; performance of employees; quality education.
  DOI: 10.1504/IJTTC.2024.10068408
   
  
• The willingness of consumers to pay for fruit and vegetables: does crisis-related health like COVID-19 matter?  
  by Yusuph John Kulindwa 
  Abstract: Consumption of vegetables and fruits is increasing, especially amidst COVID-19, when there have been noticeable and significant changes in consumption behaviours. Consumers’ willingness to pay (WTP) for immune-boosting vegetables and fruits during COVID-19 depends mainly on motivational factors and perceptions, though research on these influences remains limited. This paper aims to identify motivating WTP factors and use an ordered probit model to elicit consumer behaviour in a market situation. Our results show that awareness of immune-boosting fruits and vegetables positively and significantly influences consumers’ WTP, with some consumers willing to pay up to 140% higher prices. These findings suggest that during health crises, people are more likely to pay a higher price and consume foods that boost the body’s immunity, potentially fostering long-term changes in consumption behaviour. The insights of our findings provide a prerequisite for future research on choices of fruits and vegetables amid and after pandemic health-related crises.
  Keywords: vegetables and fruit; consumer WTP; consumer behaviour; amid COVID-19; price.
  DOI: 10.1504/IJTTC.2025.10069939
   
  
• Online switching behaviour: an empirical investigation using the pull-push-mooring model during the pandemic  
  by Ilias P. Vlachos, Kyriaki Ourgantzoglou 
  Abstract: The motivation of this study was to understand the online switching consumer behaviour using the pull-push-mooring theory (PPM) of migration, which has not been applied before in the pandemic context. Based on a comprehensive literature review, the study developed hypotheses that PPM factors positively affect switching intention to e-commerce. Then, using a survey of 158 consumers, it assesses the effects of these PPM factors on consumer switching using hierarchical regression analysis. The results showed that consumers are moderately influenced by factors in the push, pull, and mooring categories, with no significant differences based on demographic characteristics. Principal factors are related to ease of use, product quality concerns, attitude/prior switching behaviour, and variety seeking. Perceived risk, perceived cost, and social influence have a moderate effect on purchase intention. Most consumers bought clothes or shoes, health and beauty products and technology products through e-commerce during the pandemic. The study discusses managerial implications, presents limitations, and makes specific recommendations for future research.
  Keywords: online switching behaviour; pull-push-mooring model; PPM model; e-commerce; survey; COVID-19; pandemic; Greece.
  DOI: 10.1504/IJTTC.2025.10069758
   
  
• Investigating factors and support systems in social entrepreneurship and intention  
  by Ines Ben Chikha, Virginie Hachard, Alain Fayolle, Anis Jarboui 
  Abstract: Social entrepreneurship acts as a pivotal force in addressing urgent global social, environmental, and economic challenges. This study emphasises the necessity of a dual-phase perspective, encompassing both the initial phase - social entrepreneurial intention - and the venture establishment phase, which are often treated in isolation. By applying PLS-SEM analysis to 204 Tunisian social entrepreneurs, the research highlights essential drivers of social entrepreneurship, including psychological traits, entrepreneurial skills, motivational factors, and supportive environmental conditions. Notably, this study underscores entrepreneurial skills and intention as foundational antecedents in the formation of social ventures, with intention acting as a catalyst in mobilising entrepreneurial actions. Among the factors shaping this intention, desirability and especially feasibility emerge as impactful: desirability captures intrinsic motivation, while feasibility reflects confidence in attaining goals. Furthermore, psychological support through motivation and security functions plays a crucial role in reinforcing perceived feasibility and resilience. In this study, it also emphasises organisational support mechanisms - such as awareness campaigns, network integration, resource accessibility, learning opportunities, and psychological support (reflection, confidence-building, security, and motivation) - in enhancing perceived desirability and feasibility. These contributions offer practical insights for policymakers and support organisations to foster social ventures and advance impactful social entrepreneurship.
  Keywords: Social entrepreneurship; social entrepreneurship intention; accompaniment mechanism; determinants.
  DOI: 10.1504/IJTTC.2025.10069633