International Journal of Technology Marketing (5 papers in press)

Regular Issues

• Unleashing repurchase behaviour: a moderated mediation model of brand credibility, trust in AI recommendation systems and market turbulence  
  by Layla Hodaed Alsheikh 
  Abstract: Drawing on signalling theory and trust transfer theory, this study first examines how brand credibility (BC) influences consumers repurchase behaviours (RB). Secondly, this study uncovers how trust in AI recommendation systems (TAIRS) mediates this relationship. Thirdly, we examined the moderating role of market turbulence (MT) in the aforementioned relationships. The study examines this model in a sample of 312 customers through a mediated moderation model using partial least squares structural equation modelling (PLS-SEM). The results indicate that BC has significant influence on RB directly and indirectly through TAIRS. Thus, the results indicate that trust in AI recommendation systems can enhance brand credibility. The findings, however, show that MT has no moderating effect on these associations. This means that consumer trust and repurchase stay the same even when the market fluctuates. We discuss theoretical and managerial implications, followed by arguments on the studys limitations and future directions.
  Keywords: brand credibility; repurchase behaviour; market turbulence; trust in AI recommendation systems.
  DOI: 10.1504/IJTMKT.2026.10077609
   
  
• The impact of language style and reviewer disclosure on online review credibility: a language expectancy theory approach  
  by Timothy McBush Hiele, Jengchung Victor Chen, Tatiana Lystsova 
  Abstract: With the advent of the Internet and the rise of the digital age, usergenerated online reviews have become a vital source of information for consumers seeking reliable product insights. However, identifying credible information about both the reviewer and the product remains a significant challenge. Grounded in language expectancy theory (LET), this study investigated the impact of linguistic characteristics on the perceived credibility of online reviews. An experimental study examined how language style and reviewer disclosure influence consumer perceptions. The findings revealed that an informal linguistic style enhanced perceived reviewer credibility more than a formal style. Additionally, reviewer selfdisclosure emerged as a valuable cue that further strengthened review credibility. The study also confirmed that perceived reviewer credibility and perceived product quality both had significant positive effects on consumers purchase intentions. These results underscore the critical role of linguistic features in shaping perceived credibility in online reviews and provide practical implications for digital marketing and consumer communication strategies.
  Keywords: language expectancy theory; LET; credibility; online reviews; purchase intention.
  DOI: 10.1504/IJTMKT.2026.10077845
   
  
• That new AR is sick! Advertising and research implications for the emerging field of augmented reality marketing  
  by Adam C. Merkle, Matt C. Howard 
  Abstract: Augmented reality (AR) is a rapidly developing technological breakthrough and represents a new marketplace for consumers. Opportunities for success and risks of failure exist when designing augmented reality advertising and promotional campaigns. This study evaluates the risk of augmented reality sickness, its relationship with task technology fit, misfit, and the combined outcomes on user perceptions. Data was collected through an experimental research design and analysed via structural equation modelling. The results show that AR sickness affects perceptions regarding ease of use, usefulness, and attitude about augmented reality technology. Higher levels of AR sickness are associated with lower perceptions of task technology fit and higher perceptions of misfit. Task technology misfit is a critical concern potentially leading to a blocking effect where users increasingly disengage from the content and/or device. Scholarly implications for future research and practical implications to mitigate AR sickness in augmented reality advertising are discussed.
  Keywords: augmented reality; AR; augmented reality advertising; augmented reality marketing; augmented reality sickness; task technology fit; task technology misfit; advertising.
  DOI: 10.1504/IJTMKT.2026.10078087
   
  
• AIs role in sensitive purchases: reducing embarrassment but compromising customer loyalty  
  by Alexandra Theben, Claudia Rebeca Carballo Salazar, Julia Von Schuckmann, Alberto Carrio Sampedro 
  Abstract: This study examines the dual impact of AI service providers in sensitive retail contexts, focusing on consumer embarrassment and customer loyalty. In a scenario-based experiment (N = 216), we compare AI and human service interactions to assess effects on store return intentions, perceived privacy control, and service satisfaction, with embarrassment as a mediating factor. Results show that AI interactions reduce embarrassment but simultaneously lower return intentions and satisfaction. Consumers perceiving higher data-sharing risks are less likely to return, while those more knowledgeable about AI report greater satisfaction and loyalty. These findings highlight both the emotional benefits and strategic challenges of integrating AI into retail service encounters.
  Keywords: artificial intelligence; consumer behaviour; customer loyalty; sensitive purchases.
  DOI: 10.1504/IJTMKT.2026.10078088
   
  
• Factors impacting consumer preferences for products designed by artificial intelligence  
  by Andrew Bryant, Troy J. Strader 
  Abstract: A growing number of products are designed by AI systems, but consumer preferences are not well understood. This study surveyed 287 US consumers to identify their attitudes towards AI product design. Participants evaluated 26 products on whether humans or AI would be better at designing them. Products were categorised into aesthetic and non-aesthetic performance products. Aesthetic performance products are hedonic goods involving the senses where value is determined subjectively through appreciation, beauty, or expressiveness. A random intercept statistical model revealed a general preference for human-designed products, especially aesthetic ones. However, AI-designed products were preferred as product risk increased. Counter to the hypothesised effect, younger participants preferred human-designed products. Positive attitudes towards AI correlated with a preference for AI-designed products. Qualitative analysis of comments provided further insights into AIs perceived ability to design products, specifically around the perceptions of AIs (in)ability to design products with uniquely human uses.
  Keywords: artificial intelligence; AI; product development; consumer behaviour; aesthetic performance product.
  DOI: 10.1504/IJTMKT.2026.10079083