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 Articles will not be published until the final proofs are validated by their authors.

Forthcoming articles must be purchased for the purposes of research, teaching and private study only. These articles can be cited using the expression "in press". For example: Smith, J. (in press). Article Title. Journal Title.

Articles marked with this shopping trolley icon are available for purchase - click on the icon to send an email request to purchase.

Online First articles are also listed here. Online First articles are fully citeable, complete with a DOI. They can be cited, read, and downloaded. Online First articles are published as Open Access (OA) articles to make the latest research available as early as possible.

Open AccessArticles marked with this Open Access icon are Online First articles. They are freely available and openly accessible to all without any restriction except the ones stated in their respective CC licenses.

Register for our alerting service, which notifies you by email when new issues are published online.

International Journal of Technology Marketing (2 papers 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
     
  • Developing a marketing strategy for a startup project   Order a copy of this article
    by Yuliia Biliavska, Andrii Tryvailo 
    Abstract: This study focuses on the specifics of the marketing strategy when designing a startup. The study conducted a bibliometric review of scientific papers (n = 861) in the Scopus scientometric database on startup marketing. This analysis allowed us to identify marketing hypotheses for a startup project: brand awareness, customer acquisition, creation of unique selling proposals, and formation of a marketing strategy for the enterprise. The changes and trends in startup marketing are substantiated based on the visualisation map for the keyword marketing AND startup and scientific clusters such as marketing mix, entrepreneurship, digital marketing, business management, media, crowdfunding. Each of the six scientific clusters influences the formation of the key marketing tasks of a startup project, which are reflected in the Hoshin Kanri strategic model. The proposed model allows you to see the key elements of work organisation, possible channels of startup promotion, and to anticipate the risks that affect the marketing management of a startup project. The model also provides for the necessary resources to implement innovations and attract investment. The findings of the study can be used when organising a startup, regardless of the idea or industry, and the Hoshin Kanri model is a scientific novelty of the study.
    Keywords: bibliometric review; Hoshin Kanri model; risk; brand; marketing; personnel.
    DOI: 10.1504/IJTMKT.2026.10075483
     

 

Return to top