International Journal of Technology Marketing (IJTMkt)

International Journal of Technology Marketing

2021 Vol.15 No.2/3

Special Issue on: Role of Digital Sources and Technological Advancement in Marketing Practices and Problems

Guest Editors: Dr. Sudhir Rana and Dr. Abhishek Behl


Pages Title and author(s)
107-125Digital marketing as a game changer strategy to enhance brand performance
Uvesh Husain; Sarfaraz Javed; S. Ananda
DOI: 10.1504/IJTMKT.2021.118226
126-142Segmenting utilitarian-based mobile app users: an empirical study using SEM and clustering techniques
Priyanka Gupta; Sanjeev Prashar; Chandan Parsad; T. Sai Vijay
DOI: 10.1504/IJTMKT.2021.118227
143-157Artificial neural network to diagnose the consumer behaviour towards non-fuel products and services at filling stations
Gautam Srivastava; Surajit Bag
DOI: 10.1504/IJTMKT.2021.118210
158-180Effect of eWOM valence on purchase intention: the moderating role of product
Gobinda Roy; Biplab Datta; Srabanti Mukherjee; Rituparna Basu; Avinash K. Shrivastava
DOI: 10.1504/IJTMKT.2021.118201
181-202Determinants of smart speaker adoption intention: extending the theory of planned behaviour
Ritu Gupta; Kokil Jain; Isha Jajodia
DOI: 10.1504/IJTMKT.2021.118216
203-222Moderating effect of self-efficacy and social influence on e-payments adoption among Indian millennials
P.S. Raghu Kumari; Arpit Lodha
DOI: 10.1504/IJTMKT.2021.118218
223-265Consumer response towards personalised pricing strategies in online marketing
Vijay Victor; Robert Jeyakumar Nathan; Maria Fekete-Farkas
DOI: 10.1504/IJTMKT.2021.118215

Additional Papers

266-286Assessing student engagement and learners' behaviour in collaborative learning
Andrea Nicola Lyngdoh; Netra Neelam; Pratima Sheorey; Manish Sinha
DOI: 10.1504/IJTMKT.2021.118228
287-315Critical success factors for better healthcare: an MCDM approach
Prashant Verma; Subhash Dutta
DOI: 10.1504/IJTMKT.2021.118222
316-331Indian women and Facebook apparels brand communities: a study with reference to Koovs, Myntra and Shein
DOI: 10.1504/IJTMKT.2021.118223