International Journal of Technology Marketing (12 papers in press)

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  Evolving marketing strategies for Swiss SMEs in the ICT sector: a marketing strategy canvas in support of digital transformation ( Free Full-text Access )

  by Mona A. Meyer, Marc K. Peter 
  Abstract: The research objective is to understand how Swiss small and medium-sized enterprises (SMEs) in the information and communications technology (ICT) sector define their marketing strategies to benefit from digitalisation, to what extent digital transformation creates customer value, and how organisations can overcome the complexity of digitalisation. Following a literature review, managers from 14 SMEs were interviewed. Research showed that micro enterprises in Swiss ICT regard marketing strategies in the context of digital transformation, but have limited focus on the customer; small enterprises focus on external factors to adapt their marketing strategies; and medium-sized enterprises tend to describe the importance of implementing digital marketing in order to attract new customers. The results from research include a marketing strategy canvas for evolving marketing strategies in ICT. While research outcomes are not necessarily generalisable to other industries, they show that targeting customer segments digitally and thus optimising usability and processes for them are essential for Swiss SMEs in ICT.
  Keywords: marketing strategy; SME; ICT; technology marketing; marketing canvas; digitalisation; digital transformation.
  
  
• The perceptions and experiences of human resources recruiters regarding LinkedIn as an online personal branding representation of recent business graduates  
  by Carlos Valdez, Carole Ann Creque, David Penn 
  Abstract: This research examines the LinkedIn personal branding strategies that recent business graduates utilise to attract human resources recruiters (HR recruiters). This study implements an interpretative phenomenological analysis (IPA). Conducting 11 personal interviews with HR recruiters, the authors explore recruiters’ perceptions regarding LinkedIn as an online personal branding representation of recent business program graduates. The findings reveal that HR recruiters prefer to review an effective and complete LinkedIn profile instead of a resume because of the more holistic view they can obtain about the candidate. However, it is more complex than creating a LinkedIn profile, but also how active the candidate is on the platform in the industry they are interested in. This study contributes to the personal branding literature by extending the understanding of how HR recruiters utilise social media platforms to find the best candidates, especially LinkedIn.
  Keywords: personal branding; human resources recruiters; recent business graduates; impression management; LinkedIn; interpretative phenomenological analysis; IPA.
  DOI: 10.1504/IJTMKT.2023.10057343
   
  
• Desirability of consumer internet of things products: how emerging businesses address consumer desires to improve user experiences  
  by Negalegn Alemu Bekele, Moreno Muffatto, Francesco Ferrati 
  Abstract: Developing desirable consumer IoT products becomes the challenge for emerging businesses. Lack of clear understanding about the functions and desirability of such products has led to a lower level of consumption than was expected. The purpose of this paper is to propose a value-based framework for product desirability, and to examine value propositions in terms of product value, product features, and user experiences by considering emerging businesses. Data from 982 companies was extracted from CrunchBase. Desired value factors, and product features companies seek the most to develop desirable products were identified. Functional value was offered more frequently than emotional value or social value. Safety, interactivity, and connectivity are the most significant features considered by companies. Companies should consider the emotional and social aspects alongside the focus given to functional aspects. The proposed framework, and the results obtained could be important for companies to develop desirable products addressing consumer preferences.
  Keywords: consumer IoT; desirability; functions; features; design; value; user experience; CrunchBase.
  DOI: 10.1504/IJTMKT.2023.10057508
   
  
• Evaluating the brand equity of ride-hailing services from the users’ perspective: a cross-country study  
  by Okaï Ozbal, Teoman Duman, Omer Topaloglu 
  Abstract: Recent literature highlights the necessity of adapting conventional brand equity theories to emerging digital business models. To fill this need, the current study proposes a brand resonance model tailored to on-demand ride-hailing brands. The model was tested on 363 ride-hailing users from two diverse countries, the US and Pakistan. The findings indicate that users' perceptions of value and personal reputation have a direct impact on brand resonance, while brand trust mediates the influence of personal reputation, value, and digital platform performance on brand resonance. Moreover, the study reveals that digital natives in both countries exhibit similar patterns of user behaviour and service expectations. Notably, the study highlights that being a trusted brand is a crucial aspect of the on-demand ride-hailing brand identity.
  Keywords: ride-hailing; brand equity; brand trust; sharing economy; digital branding.
  DOI: 10.1504/IJTMKT.2023.10058649
   
  
• Enhance the effectiveness of affiliate marketing on Tiktok for young people  
  by Minh T.H. Le 
  Abstract: Tiktok has been a widespread site across the globe, notably during and post COVID-19. Since Tiktok is a well-known platform for consumer communication, affiliate marketing for brands and companies has been more prevalent. Previous research has not shown any significant considerations for selecting an affiliate marketing account for a firm. This research will explore how Tiktoker adherents’ opinions change. Follower feedback strengthens subjective norms. The video’s playfulness will inspire viewers to follow, watch, and purchase from Tiktokers. This study’s data were gathered through internet sites using a standardised, structured questionnaire. PLS-SEM approach was utilised to evaluate the data. The findings demonstrate that knowledge and expertise increase the trustworthiness of Tiktokers promotional videos. Reviews of followers on the account of Tiktokers owners have a strong impact on purchase consideration. Finally, the entertainment of the videos attracts users to watch the videos, and increases the likelihood of viewing on the link and making a purchase. Both theoretical and practical implications were discussed.
  Keywords: affiliate marketing; knowhow; trust; followers’ review; entertainment videos; click on advertised link in the bio profile.
  DOI: 10.1504/IJTMKT.2023.10058940
   
  
• The effect of COVID-19 on tourists’ behaviour  
  by Lambros Tsourgiannis, Stavros Valsamidis, Pavlos S. Efraimidis, George Drosatos 
  Abstract: This paper investigates the impact of COVID-19 on tourist’s attitudes regarding their decision to go for holidays and to classify them into groups based on their attitudes. The study aims to explore the effect of the pandemic on tourists’ behaviour in a context where tourism plays a significant role from a cultural and economic perspective. Therefore, a primary survey was undertaken in the summer of 2020 on 1,260 Greek tourists that were selected at random. Principal component analysis was conducted to identify the key dimensions that describe the main attitudes of Greek tourists due to COVID-19, regarding their decision to go on holidays including entertainment out of the hotel, eating inside the hotel and entertainment with not organised activities. All the aforementioned affect the Greek tourists in their decision to go on holidays due to COVID-19 pandemic.
  Keywords: holidays; Greek tourists; COVID-19.
  
  
• Socio-demographic, consumer and product related drivers of mobile payment use and reuse: four theories explanations  
  by Helen Inseng Duh, Frank Akasreku 
  Abstract: Mobile payment in Ghana increases at a penetration rate of 51.52%, but drivers behind continuous reuse for attainment of critical mass of users are unknown. To holistically examine attitudes, use and continuous reuse drivers, this study integrated four theories to examine how consumer (functional, social, price, hedonic, conditional values, and behavioural beliefs), socio-demographic (peers, family, age, gender, occupation, education) and product-related (relative advantage, complexity, compatibility, cost, communication and trialability) factors impact attitudes, use and continuous reuse intention. A conceptual model was tested with cross-sectional data from 400 Ghanaians (students and lecturers). Structural equation modelling results revealed that price, functional, hedonic values, and behavioural beliefs (consumer factors); complexity, trialability and cost (product-related factors) impacted attitudes. Attitudes, drove adoption, which with peers, family, education, age, occupational experience, influenced the intention to continuously reuse m-payment. Thus, considerations of these factors are advised for attainment of critical mass of re-users. Other implications are provided.
  Keywords: consumption values; CV; attitudes; product-related factors; socio-demographics; adoption; continuous reuse intention.
  DOI: 10.1504/IJTMKT.2023.10059218
   
  
• Is ambiguity an efficient tool in Instagram ads?  
  by Lilia Khrouf, Souad Maghraoui 
  Abstract: The effects of ambiguous Instagram ads on users are still poorly understood, since few studies have dealt with such an interesting topic. Indeed, some researchers pointed to the communicational merit of ambiguous, while others have focused much more on their negative cognitive and behavioural outcomes. Accordingly, this study aims to shed light on these proposals. To this end, a survey was conducted on 250 Instagrammers. Data collected was analysed through the PLS-SEM method. The results show that ambiguity of Instagram ads leads internet users to cast manipulative inferences on ads, thus negatively affecting their attitudinal reactions and inhibiting their e-wom intentions. With these findings, avenues for future research are proposed.
  Keywords: Instagram ads; ambiguity; manipulative inferences; attitude; e-wom.
  DOI: 10.1504/IJTMKT.2023.10053672
   
  
• Gaining loyalty towards mobile food purchasing service: a lesson from the COVID-19 pandemic  
  by Dwi Suhartanto, David Dean, Norazah Mohd Suki, Anthony Brien, Fatya Alty Amalia 
  Abstract: While many consumers shifted to mobile food purchasing (MFP) during the COVID-19 pandemic, their loyalty toward MFP still has not been well-explicated. This study examined factors influencing consumer loyalty toward MFP during the pandemic data via an online survey from 440 consumers in Bandung, Indonesia. Partial least square-structural equation modelling (PLS-SEM) was used to investigate the hypothesised associations which highlight two key points. Firstly, that food quality and mobile service quality were influential in shaping consumers' satisfaction and trust in MFP services during a pandemic and secondly, that MFP service providers should focus on the quality of both food and mobile service to gain loyalty. A significant and surprising finding in this research is that customers have an extremely high level of trust in businesses to produce safe food during a pandemic. This study contributes to adding the application of the quality-satisfaction-loyalty model in the context of MFP services.
  Keywords: mobile loyalty; satisfaction; perceived health risk; trust; COVID-19.
  DOI: 10.1504/IJTMKT.2023.10058622
   
  
• Digital consumer-based branding among football clubs: determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms  
  by Arian Matin, Tornike Khoshtaria, Metin Mercan, Ilia Botsvadze 
  Abstract: This study seeks to investigate consumer behaviour towards elements of green branding among football clubs. The research develops a framework for football clubs to increase consumer purchase intention towards green brand extensions offered online. The study utilises consumer brand-based equity (CBBE) model to discover branding elements among football clubs. A survey of 473 football fans in Georgia was conducted. The results were analysed by employing SEM and FSQCA. The findings indicate that team's venue and facilities as well as social identity directly impact loyalty and purchase intention towards green brand extensions online. The analysis also determined the mediating role of brand loyalty amplifying the direct effects. FSQCA analysis offers three configurations for two main subsamples of football fans by placing green brand extensions as the outcome. The research fills the gap in knowledge by offering a new insight into green consumer behaviour, utilising football clubs' tangible and intangible assets.
  Keywords: branding; digital marketing; sports marketing; consumer behaviour; green purchase intention; consumer-based brand equity; fuzzy set qualitative comparative analysis.
  DOI: 10.1504/IJTMKT.2023.10054177
   
  
• Scientometrics of sustainable consumer behaviour: a 37-year (1984-2021) study  
  by Vihas Vijay, Sathish Arumbi Saravanan 
  Abstract: The study of sustainable consumer behaviour has recently gathered steam. This topic appears to be attracting a growing number of scholarly articles. Sustainable or responsible consumption is essential to safeguard the environment and meet future generations' needs. This bibliometric study examines sustainable consumer behaviour publications between 1984 and 2021. We discovered 4,916 related papers in the Scopus database using keyword search. This bibliometric analysis comprises 3,408 articles based on inclusion and exclusion criteria. The study employed VOS Viewer and R Studio to visualise and interpret the data, implementing citation analysis, co-occurrence analysis, co-authorship analysis, and co-word analysis. Environmental sciences, social sciences, business, management, and accounting published the most on sustainable consumer behaviour in 2021. Top 10 influential articles (out of 3,408), journals (out of 1,022), relevant authors, nationwide contributions, notable keywords, and collaborative behaviours were identified in this study. It was possible to locate and identify topics using thematic maps.
  Keywords: bibliometric analysis; sustainable consumer behaviour; review; VOS Viewer; R Studio.
  DOI: 10.1504/IJTMKT.2023.10055514
   
  
• Really-new services and perceived risk: the effect of regulatory focus  
  by Selen Savas-Hall, Paul S. Koku, Justin R. Hall 
  Abstract: This study examines the effect of regulatory focus on the relationship between various types of risk and attitudes toward really-new services (RNS). We argue that promotion-focused consumers may differ from prevention-focused consumers in terms of taking the risk to adopt RNS. The data of the study was collected through Amazon Turk and analysed using structural equation modelling with multigroup analysis. The results show that manipulation of self-regulation creates a difference. While promotion-focus attenuates the effects of performance risk, psychological risk, and overall risk on the attitudes toward RNS, prevention-focus intensifies the effects of the same risks on the attitudes. This study shows that regulatory focus can be an effective segmentation tool in new service promotions, especially app- and web-based services, most of which are participants of the sharing economy. Framing communication by inducing promotion focus can influence the attitudes of consumers and encourage them to adopt RNS.
  Keywords: regulatory focus; promotion focus; prevention focus; perceived risk; really-new services; RNS; service innovations; sharing economy; attitudes; adoption intentions; structural equation modelling.
  DOI: 10.1504/IJTMKT.2023.10056187