International Journal of Technology Marketing (7 papers in press)

Regular Issues

• Antecedents to selection and usage of online video streaming platforms: a grounded theory approach  
  by Biswajita Parida, Pragya Jayaswal 
  Abstract: Owing to the rising global competition in the online video streaming space, service providers require a thorough understanding of viewers psychology behind their online video consumption. In this light, the present work conducts in-depth interviews with viewers to comprehend the antecedents behind their selection and usage of online video streaming platforms. Grounded theory is employed to identify theoretical categories emerging from the interviews using the constant comparative method. The interview dataset is coded and analysed using a three-step process: open, axial, and selective coding. The mined themes align with the uses and gratifications theory, such as the content (variety, originality, availability, globality, virality), process (recommender system, shared usage, easy access, easy to use interface, interactive platform, review system), social (social approval, social influence), and hedonic gratifications (entertainment). Other findings unveil viewers device preferences (private vs. public viewing, comfort, mobility constraints), several individual factors (sense of accomplishment, curiosity, loneliness, boredom, impatience, digital confidence), and ways to push viewers binge-watching behaviour. The study concludes by offering valuable guidelines for managers and potential research questions for future researchers.
  Keywords: online video streaming platform; OVSP; uses and gratifications theory; media consumption behaviour; viewer preferences; psychological motivations; over the top services; grounded theory.
  
  
• Consumer resistance to autonomous checkout technology: a study on active and passive innovation resistance  
  by Özge Akin 
  Abstract: The study aims to understand consumers' reactions to applications that incorporate artificial intelligence technology, how they perceive these technologies, and the factors that prevent them from adopting them using innovation resistance theory. Data were collected online from 610 individuals and analysed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and partial least squares structural equation modelling (PLS-SEM) via SPSS 26 and SmartPLS 3.0. The results indicated that passive innovation resistance (PIR) and adoption barriers were not directly related to adoption intention. However, due to the sequential nature of the innovation adoption process, active innovation resistance (AIR) and adoption barriers arise as a result of information processing based on PIR. AIR is the most dominant predictor of adoption intention; it also acts as a central mediator and influences the mechanism of adoption.
  Keywords: consumer resistance; innovation; artificial intelligence; autonomous checkout technology; passive innovation resistance; PIR; active innovation resistance; AIR.
  
  
• A theoretical essay on marketing digitalisation in SMEs  
  by Marina Proença, Ana Maria Machado Toaldo 
  Abstract: Based on the marketing systems theory, our theoretical essay is an attempt to broaden the understanding of the digitalisation in small and medium-sized companies in the field of strategic marketing, that is, considering the creation, communication and delivery of long-term value. Despite significant advancements in digital transformation in recent years, SMEs are still failing to realise their full potential as they often utilise digitalisation in a tactical manner, lacking connections to the overall strategy of the company. To address this gap, we have developed theoretical propositions and a framework based on existing literature, to provide insights into how the use of new technologies can provide competitive advantages to these companies. We conclude by encouraging empirical testing and the practical application of the ideas presented in this work.
  Keywords: marketing; digitalisation; theoretical essay; small and medium enterprises.
  
  
• An approach for dynamic testing of augmented reality in retail contexts  
  by Christian Sonnenberg, B. Andrew Cudmore, Scott D. Swain 
  Abstract: Augmented reality (AR) presents a variety of potential opportunities in retail spaces. However, as compared to traditional web-based marketing, it also faces greater challenges due to increased costs, longer development times, and a lack of standards. This study aims to address these challenges, presenting an approach that can increase developer efficiency and improve usability in AR retail apps. The proposed AR prototyping tool facilitates dynamic, real-time adjustments of AR elements without the need for full application expenditure. This also allows marketers to quickly develop AR mockups and test in-person retail promotional outlays. Our research includes a mixed-methods approach to identify the specific challenges of AR development in a retail environment, present developers with a scalable alternative, and prioritise which attributes of AR are most important for dynamic adjustments.
  Keywords: augmented reality; human-computer interaction; usability studies; annotation attributes; marketing; digital marketing; retail technology; application development; developers; multi-methods.
  
  
• The evolution of brand image: exploring the influence of technology through bibliometric analysis  
  by Tayfun Şaan, Timuçin Dalgıç, Muhammet Ali Tiltay 
  Abstract: The aim of this study is to reveal the scientific development in the field of brand image and demonstrate how technologies influence it. Therefore, a bibliometric analysis was conducted using VOSViewer and Bibliometrix applications on 1,477 studies published between 1991 and 2024. The findings show a systematic increase in the number of brand image studies. Authors in the field receive significant citations, largely due to their contributions to destination image and the measurement of brand image. Moreover, brand image studies have extensively concentrated on themes such as social media, sustainability, and electronic word of mouth, which have remained dominant for a considerable period. Recent advancements in technologies such as social media, artificial intelligence, and communication technologies have become essential for brand image research. The results demonstrate that these technological developments are reflected in both the subjects and methods within the field. In addition, the study provides theoretical and managerial implications.
  Keywords: bibliometric analysis; Bibliometrix; brand image; Scopus; technological advancement; VOSViewer.
  
  
• Impact of ad-evoked nostalgia and intensity of nostalgia on intention to buy fashion products  
  by Ashok Kumar, Ashwani Kumar Yadav, Ruchi Srivastava, Pawan Kumar, Bhoopendra Bharti, Bijay Prasad Kushwaha 
  Abstract: This study examines the influence of advertising-induced nostalgia and the level of nostalgia on the desire to buy fashion items. Data was collected using a questionnaire utilising scales adapted and adjusted from prior research. The questionnaire consisted of 18 scale items evaluating five constructs: advertising-induced nostalgia, perceived continuity of self, attitude towards the brand, intensity of nostalgia, and intent to purchase. A group of 441 ordinary shoppers was chosen using purposive sampling. Results demonstrate a meaningful and favourable effect of advertising-induced nostalgia on perceived self-continuity, brand attitude, and intensity of nostalgia regarding the purchase of fashion items. Moreover, perceived self-continuity, brand attitude, and intensity of nostalgia positively and significantly impact the intent to purchase fashion products. These outcomes underscore the vital role of nostalgia in influencing consumer conduct in the fashion sector and propose that marketers can efficiently utilise nostalgic appeals to improve brand perception and stimulate purchase intentions.
  Keywords: ad-evoked nostalgia; nostalgia intensity; brand attitude; perceived self-continuity; fashion products.
  
  
• Retail supply chain digitalisation process in the Sub-Saharan countries, a Cameroon case study: from digitisation to digital transformation  
  by Hapsatou 
  Abstract: This paper aims to analyse and evaluate retail company digitalisation process in the supply chain in Cameroon. A case study of six retail companies in two major cities (Yaounde and Douala) in Cameroon enabled to assess their level of digitalisation. The aim was to put forward various scenarios for the digitalisation of their supply chain. This paper assessed the level of digitalisation of retail companies supply chain and proposes various scenarios for the digitalisation of their supply chain. This paper is a research work focused on the digitalisation of supply chains. The literature studied indicates that only one study was carried out in Cameroon, as opposed to the numerous publications on this topic in developed countries.
  Keywords: digitisation; digitalisation; digital transformation; retail supply chain; information flow management.