Forthcoming articles


International Journal of Technology Marketing


These articles have been peer-reviewed and accepted for publication in IJTMkt, but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.


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International Journal of Technology Marketing (4 papers in press)

Special Issue on: IJTMkt ICCMI2017 Effective Use of Technology in Companies Marketing Dynamics

  • Viral Advertising: Message quality, trust and consumers intention to share the content in Social Media.   Order a copy of this article
    Abstract: This study aims to determine the factors that affect the intention of viewers to share viral advertising messages. The dissertation starts with the review of the available literature, following by the research methodology, the data analysis and the conclusions. A 2
    Keywords: Viral Marketing; Social media; message quality; strategic choices.

Special Issue on: Marketing in the E landscape Models Concepts and Practices

  • Online Trust and the Importance of Interaction   Order a copy of this article
    by Panagiota Papadopoulou, Panagiotis Kanellis 
    Abstract: Studies show that customers abandon transactions within an online store as they lack trust to proceed to the next interaction stage. Understanding how trust is built during an interaction, as it progresses in stages, is critical for facilitating online vendors in their effort to retain or enlarge their customer-base. In this paper, we investigate the relationship between customer interaction stages and trust in terms of distinct beliefs in an online vendor. We analyse customer interaction into three discrete stages and empirically examine the effect of each stage on trusting beliefs. Our findings show that each interaction stage has a different trust-building effect influencing a specific trusting belief. The study makes an additional contribution to the field by examining the e-vendors reputation and the customer satisfaction from the interaction as antecedents of each trusting belief. Theoretical implications and practical considerations for building trust are presented.
    Keywords: trust; trust in online vendor; trusting beliefs; trust building; e-commerce; electronic commerce; e-commerce interaction; customer promise fulfillment; online vendor; online consumer behaviour.
    DOI: 10.1504/IJTMKT.2018.10011509
  • Measuring and managing organisations social media climate: the social media climate index   Order a copy of this article
    by Isabelle Hillebrandt, Björn S. Ivens, Janice Molloy, Hellen Oppelt, Philipp Rauschnabel 
    Abstract: Social media has a huge impact on companies. One core challenge is the management of a social media climate, that is, employees perceptions of an organisations values, norms, beliefs, and attitudes regarding social media. Yet, not much is known how social media climate is conceptualised, how it can be measured, and how an organisations culture and social media climate relate. A core contribution of this paper is a measurement scale that can be used in academic research and as an audit tool for managers.
    Keywords: social media climate; social media climate index; SOMECLIX; social media marketing; social media culture.
    DOI: 10.1504/IJTMKT.2018.10013084
  • International Expansion of Retailers: The Role of Technical Expertise, Alliances, and Allocation of Resources in Economic Crises   Order a copy of this article
    by Eunyoung (Christine) Sung, Tia Goebel 
    Abstract: Economic downturns are often viewed as threats to prosperity, and the challenges they can pose for international retailers are well documented. However, the potential opportunities of economic downturns are less well understood. In this paper, we ask whether or how these environments might actually afford occasions for strategic market adjustment, in the form of international expansion to new markets. Specifically, drawing on resource-based theory and game theory, we consider how a firm
    Keywords: Economic downturn/crisis; international retailer; knowledge transfer; technical expertise; alliance; firm resources; resource-based theory; game theory.