International Journal of Technology Marketing (7 papers in press)

Regular Issues

• Life lessons: how mothers teaching their children about shopping has moved online  
  by Cara Peters, Jane Boyd Thomas, Ann Hackert 
  Abstract: Online shopping is increasingly popular among young consumers. Yet, this demographic group is the most likely to be victimised by cybercrimes. Understanding consumer socialisation can help identify ways to teach children about shopping safely in todays online world. Using consumer socialisation and social change theory as the theoretical foundation, this study aimed to describe how parents socialise their children as consumers. Data were collected via 36 semi-structured interviews with mothers of children aged 318 years. The findings highlight the mothers mixed feelings about shopping with their children, particularly how the childs age impacted what and how they learned certain lessons, such as impulse control. Technological factors (e.g., calculating item value, specifying shipping information and handling digital money and payments) also appeared to drive changes in how mothers orient their children to the online shopping process. Theoretical, managerial, and social implications of this consumer socialisation are discussed.
  Keywords: consumer socialisation; technology; mothers teaching children; online shopping; young consumers; children shopping online; shopping lessons; vulnerable population shopping; shopping safety; online shopping concerns.
  DOI: 10.1504/IJTMKT.2025.10071915
   
  
• Rental intention toward electric-powered two-wheelers: empirical evidence from Vietnam  
  by Gia Ninh Nguyen, Thi Thu Hong Ho, Quoc Tuan Tran, Nguyen Kim Dan Tran 
  Abstract: This study is the first to explore the critical factors influencing consumers rental intentions regarding electric-powered two-wheelers (EPTWs). Given the prominent use of the theory of planned behaviour (TPB) in consumer behaviour research, particularly in studies on electric vehicle rentals, this study extends the TPB to explain rental intentions for electric-powered two-wheelers. Data were collected from 240 consumers in Ho Chi Minh City, Vietnam, and PLS-SEM was used to analyse the measurement and structural models. The results show that subjective norms (SN), perceived behavioural control (PBC), perceived quality (PQ), perceived service quality (SERQ), and the need for uniqueness (UNIQ) are the most important factors influencing Vietnamese consumers rental intentions for electric-powered two-wheelers. Managers are advised to emphasise both the quality dimensions of the electric-powered two-wheelers and the quality of the rental service. They should also highlight the social value, environmental value, and design style of electric-powered two-wheelers to attract consumers with a strong need for uniqueness. Limitations and directions for future research are also discussed.
  Keywords: electric powered two wheelers; e-bikes; e-motorcycles; e-scooters; rental intention; perceived quality; perceived service quality; need for uniqueness; rental services; environmental value; Vietnam.
  DOI: 10.1504/IJTMKT.2025.10073229
   
  
• Challenges in sales: a multinational study  
  by Thomas Berger, Timo Holopainen, Pentti Korpela, Poul Von Wowern 
  Abstract: Previous research on attitudes toward challenges faced in the future roles of sales professionals has focused on one or a few countries or a specific change in technology. In this study, we wanted to look at the phenomenon more comprehensively from a global perspective and without being limited to any predetermined change. To identify major challenges for success in a changing market environment this study sampled a total of 1,247 salespersons and sales managers in 21 countries. The purpose was that the results would help marketing and sales managers more accurately create and implement sales strategies their teams. We found that digitalisation was the most frequently mentioned challenge, followed by challenges from changing competitive forces. The concerns mentioned seemed to be independent of the work experience, education, or management level of the respondents. The study provides insights into country differences in the importance of the challenges.
  Keywords: international sales; sales challenges; digitalisation; technology; international marketing management; cross-country differences.
  DOI: 10.1504/IJTMKT.2025.10071254
   
  
• The impact of consumers' participation in virtual brand communities on brand loyalty and co-creation: mediating role of affective commitment  
  by Kaouther Jridi, Amel Chaabouni, Narjess Ben Ahmed 
  Abstract: The purpose of this paper is to examine motivations for encouraging consumers to actively participate in virtual brand communities (VBCs) and the impact of such participation on brand loyalty and co-creation. Moreover, this research examines the mediating role of affective commitment to a VBC in the relationship between active participation in a VBC and brand loyalty. The subject of the study is the Tunisia market (North Africa). The study's sample size was 425 consumers who actively participated in virtual communities of their favorite brands. The established model was validated by factor analysis and structural equation method. The results show that functional, socio-psychological, hedonic and monetary motivations had positive effects on consumers' active participation in VBCs. Furthermore, affective commitment to a VBC helps mediate between active participation in VBCs and brand loyalty. Finally, loyalty has a positive impact on brand co-creation
  Keywords: brand co-creation; brand loyalty; virtual brand communities; VBCs; active participation; affective commitment; motivations.
  DOI: 10.1504/IJTMKT.2025.10073323
   
  
• Artificial intelligence in innovative e-marketing  
  by Iryna Gamova, Anatoliі Mazaraki, Diana Fayvishenko 
  Abstract: Innovative e-marketing is in constant flux, adapting to changing consumer behaviours, technological advancements, and market dynamics. AI empowers marketers to make data-driven decisions, personalise customer experiences at scale, optimise advertising campaigns, and ultimately, enhance the overall customer journey. Therefore, this paper explores the impact of AI on innovative e-marketing. Another research question of this paper is what areas are attractive in marketing e-communications for the implementation of AI. For this purpose, we conducted an online survey on 132 marketers in Ukraine. Hypothesis testing is done by using partial least squares-structural equation modelling (PLS-SEM). The findings in this study confirm the existence of a positive and significant effect of AI on nnovative e-marketing but should be implemented first in advertising - work with data; PR - monitoring of publicity; social networks - statistics generation. Several implications are also presented at the end of the paper.
  Keywords: artificial intelligence; АІ; e-commerce; innovative e-marketing; virtual and augmented reality; VR/AR; GPT-4; generative pre-trained transformer.
  DOI: 10.1504/IJTMKT.2025.10073322
   
  
• Empathy in robots: the impact on responsibility attribution in service encounters  
  by Jeonghyeon Choi, Gho Kim 
  Abstract: This study examines how empathic responses from service robots influence customers' attribution of responsibility in service encounters. Based on attribution theory and the idea that people favour entities perceived as similar to themselves, we hypothesised that robot empathy would affect responsibility attribution depending on service outcomes. A 2 (service outcome: success vs. failure) × 2 (robot empathy: present vs. absent) between-subjects experiment using a restaurant scenario revealed a significant interaction. When the robot was empathic, customers attributed more responsibility for success than failure, and significantly less responsibility to empathic robots than to non-empathic ones in failure conditions. For service managers, empathy increased responsibility attribution only in successful service. These findings suggest that empathic robots not only enhance perceived human-likeness but also influence responsibility attribution based on outcome valence. The study contributes to research on human-robot interaction and provides insight into designing service robots with socially interactive characteristics.
  Keywords: service robot; empathy; responsibility; human-robot interaction; attribution theory.
  DOI: 10.1504/IJTMKT.2025.10071917
   
  
• SME digital marketing tools importance and usage: the impact on printing firm performance  
  by W. Randy Clark, Scott C. Manley, Ralph I. Williams Jr. 
  Abstract: Digital marketing has become more prevalent over the last 15 years. However, for SMEs, research often only examines the usage of digital versus traditional marketing techniques. We investigate the importance of digital marketing and its adoption in influencing SME firm performance in the USA printing industry. Our results show that many SMEs are not heavy users of digital marketing tools, but the value they place and their use impact firm performance. We found that digital marketing usage completely mediates the relationship between the perceived importance of the tools and firm performance. Additionally, post hoc analysis shows that high-performing printing industry SMEs place greater importance on and are more likely to use LinkedIn, Facebook, Instagram, and online videos than low-performing SMEs. We employed PLS-SEM and post hoc mean comparisons of high-performing versus low-performing firms to examine these relationships.
  Keywords: social media marketing; digital marketing; small to medium-sized enterprise; SME; firm performance.
  DOI: 10.1504/IJTMKT.2025.10071767