Forthcoming Articles

International Journal of Technology Marketing

International Journal of Technology Marketing (IJTMkt)

Forthcoming articles have been peer-reviewed and accepted for publication 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 Articles will not be published until the final proofs are validated by their authors.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 (One paper in press)

Regular Issues

  • A systematic review of metaverse: the next big leap in marketing and consumer research   Order a copy of this article
    by Akanksha Srivastava, Ganesh P. Sahu 
    Abstract: As digital boundaries dissolve, the metaverse emerges as a canvas for marketing and consumer research, offering a vibrant new reality where immersive experiences unlock unprecedented insights and opportunities for innovation in understanding consumer behaviour. Despite this tremendous growth, research on metaverses role in marketing and consumer research remains largely fragmented and unsynthesised. To overcome this situation, we aim to synthesise and evaluate 190 peer-reviewed articles published between January 1, 2009-March 15, 2025 to uncover current research trends and identify future research prospects. We employed the SPAR-4-SLR protocol to structure our methodology and applied TCM-ADO framework for literature analysis. The corpus of analysis focused on evaluating various theories, research settings, methods and techniques, and various factors such as antecedents, moderating and mediating variables, and outcomes. We finally contribute to the literature by mapping out a future research agenda supported by an integrative framework to advance research at the intersection of metaverse in marketing.
    Keywords: systematic literature review; SLR; TCM-ADO framework; metaverse; customer experience; marketing; consumer behaviour; research agenda.
    DOI: 10.1504/IJTMKT.2025.10074561
     

 

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