Forthcoming and Online First Articles

International Journal of Technology Marketing

International Journal of Technology Marketing (IJTMkt)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Technology Marketing (3 papers in press)

Regular Issues

  • Women marketers: an examination of gender disparities in the gig economy   Order a copy of this article
    by Dalal S. Ahmad, Fatima M. Hajjat 
    Abstract: Previous research indicates a gender income gap among marketers. To the best of our knowledge, no research has been conducted to address that wage discrepancy in marketing in the gig economy. Therefore, this study examines whether women marketers face pay discrimination. Utilising data collected from an online hiring platform, the authors use propensity score matching to address possible endogeneity related to differences between men and women marketers. We create three propensity score-matched samples of varying strictness to run the regression model. We find that gender wage discrimination exists in the gig economy among marketers. These results indicate that even in the gig economy, where marketers are theoretically competing on a level playing field, gender wage discrimination still occurs, potentially having ongoing implications.
    Keywords: women marketers; marketing; advertising; marketing wage gap; gender wage gap; gig economy; platforms; income inequality; freelancers; gender discrimination.

  • Role of digital maturity and customer profiling: potentials for lead generation - a study in oil and gas industry   Order a copy of this article
    by Dominique Futterer, Anna-Maria Wassermann 
    Abstract: This study analyses the relationship between a company’s digital maturity and its lead generation success in a more digitally conservative oil and gas (O&G) industry, and whether content personalisation, as an outcome of customer profiling, is used more intensively by companies with advanced digital maturity levels. The results show that a company’s lead generation success increases with digital maturity. Content personalisation can play a major role for lead generation success and is facilitated by higher digital maturity. Therefore, driving digitalisation may be crucial for companies to maintain long-term competitiveness. However, the O&G industry shows medium overall digital maturity. Overall, this study provides an elaborate framework for assessing digital maturity from a more focused marketing and sales perspective. Moreover, the results provide marketers and managers with reasons for promoting digitalisation within their companies and assist them in developing an adequate strategy for their future lead generation.
    Keywords: digital maturity; customer profiling; personalised content; lead generation.
    DOI: 10.1504/IJTMKT.2024.10066554
     
  • The effect of self-confidence in the relationship between influencer marketing and willingness to buy   Order a copy of this article
    by Dominyka Venciute, Ricardo Fontes Correia, Agne Kudzmanaite, Marius Kuslys 
    Abstract: Over the last years, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or strengthen their image. Influencers, whether associated or not to brands, have the power to influence consumer behaviour. But how does this influence happen? And are all customers influenced in the same way? This research aims to answer these questions and clarify the relationship between influencer marketing and consumer behaviour. Specifically, we study the impact that intention to engage, propensity to trust and perceived value has on willingness to buy regarding influencers’ posted content. The findings also reveal that for people with higher self-confidence the impact of perceived value of an influencer’s posted content and willingness to buy is higher. The study provides managerial insights that may be beneficial for marketing practitioners to adjust their influencer marketing strategy.
    Keywords: influencer marketing; social networks; self-confidence; willingness to buy.

 

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