International Journal of Technology Marketing (6 papers in press)

Regular Issues

• A systematic review of metaverse: the next big leap in marketing and consumer research  
  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
   
  
• 'Augmenting' tradition through innovation - the implementation of NFTs in the high-end fashion industry  
  by Mariachiara Colucci, Alessandra Vecchi 
  Abstract: This study investigates how high-end fashion companies use non-fungible tokens (NFTs) to balance tradition and innovation, enhancing competitiveness. Drawing on secondary data and a survey of 178 respondents, a mixed-method approach evaluates 12 companies' 'phygital' strategies - mapped against brand awareness and NFT readiness. Two main goals emerge: 'entertainment', aimed at expanding consumer bases, and 'brand exposure', which deepens brand engagement through exclusive or virtual products. Consumer perceptions are analysed, particularly regarding NFT video games, clothing, and art. The study identifies three NFT-related consumer needs - 'elitism', 'playfulness', and 'brand signalling' - and segments two consumer clusters: 'status seekers' and 'utility explorers'. The research contributes to the innovation and change literature by applying paradox theory to explain how phygital strategies support competitiveness in luxury fashion.
  Keywords: innovation; tradition; paradox theory; non-fungible tokens; NFTs; luxury; fashion; consumers; phygital; digital.
  DOI: 10.1504/IJTMKT.2026.10074593
   
  
• 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 today's 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 3-18 years. The findings highlight the mothers' mixed feelings about shopping with their children, particularly how the child's 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
   
  
• An efficient covariate selection method for a Pareto-type model and machine learning in customer inactivity prediction  
  by Shao-Ming Xie 
  Abstract: Customer inactivity prediction is a key component in customer base maintenance, especially under cross-border e-commerce (CBEC) with a heterogeneous and complicated customer base on a global scale. This research harnesses genetic algorithm (GA) and an uplifting idea to set up a novel covariate selection method for customer inactivity prediction, empirically demonstrating that the proposed scheme is effective and robust. The model with selected covariates has indiscriminate or even better predictability over the model with all covariates or without any covariates, meaning that covariate selection is critical in modelling. The Pareto/NBD (Abe) model shows consistent predictability versus random forest on different samples, denoting the parametric model sustains more variations than the observation-based model. The proposed scheme selects these covariates that relate to the behavioural hypothesis of the Pareto/NBD (Abe) model. Lastly, random forest needs more diversified covariates to depict customer inactive status from different angles.
  Keywords: customer inactivity prediction; genetic algorithm; GA; covariate selection; Pareto/NBD (Abe) model; random forest; cross-border e-commerce; CBEC.
  DOI: 10.1504/IJTMKT.2026.10074600
   
  
• 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
   
  
• Mapping the intellectual structure of market competition and consumer behaviour: a synthesis of the literature using bibliometric analysis  
  by Kavita Verma, Kapil Malhotra, Narpal Yadav, Urmila Sharma 
  Abstract: This study uses a bibliometric analysis to examine the intellectual structure of market competition and consumer behaviour, utilising the Scopus database indexed journals from 1976 to 2024. The study conducts performance analysis and science mapping analysis to evaluate 528 articles covering nearly five decades of research. The findings reveal a substantial rise in publications over the past decade. The USA, China, and Indonesia emerged as the most contributive nations excelling in both total citations and international collaborations. Among the authors, 91.6% contributed at least one article, 6% published two articles, 1.5% published three documents, and 0.3% contributed four papers as per Lotka's law. A thorough literature review identifies four key clusters and thematic mapping suggests emerging themes within this domain. Finally, keyword analysis provides a future roadmap for competitive market research. Hence, the current study offers significant insights into the development trends, influential contributors, and thematic evolution of the field, serving as a valuable guide for academics and practitioners alike.
  Keywords: market competition; bibliometric analysis; VOSviewer; consumer behaviour.
  DOI: 10.1504/IJTMKT.2026.10074439