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 Articles will not be published until the final proofs are validated by their authors.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

  • Development of a theoretical marketing technology maturity model   Order a copy of this article
    by Marcel Huettermann, Lisa Kaeppeli, Anna V. Rozumowski, Michael Klaas 
    Abstract: MarTech is defined as tools and technology used to assist professionals in reaching the defined company goals by supporting them throughout the complete marketing campaign execution and evaluation process from acquisition to customer retention. With the increasing complexity of tools available for a multitude of functionalities, sometimes even overlapping capabilities, finding the right solution for a business is becoming increasingly complex. The aim of the study was to develop a theoretical maturity model for marketing technology to help businesses assess their current state and show potential further development regarding marketing technology. Based on literature review and 20 interviews with experts in the field of marketing technology our aim was reached, and the model could be developed. The research findings involve a comprehensive audit of relationships before data analysis, leading to the amalgamation of dimensions such as team structure and skills into the consolidated people dimension. The dimensions technology and data, strategy, organisation, people and skills, and customers - are explored in subsequent chapters, offering insights into their roles in MarTech maturity and guiding businesses in assessment and development.
    Keywords: marketing; technology; marketing technology; MarTech; maturity; data; strategy; organisation; people; customers.
    DOI: 10.1504/IJTMKT.2024.10063752
  • The mediating role of consumers’ perceived trust in relation to the intention to use digital wallets during Lebanon’s financial crisis   Order a copy of this article
    by Charbel M. El Khoury, Karen P. Bou Doumit, Adel F. Al Alam 
    Abstract: The purpose of this research is to investigate the drivers and factors that affect consumers’ intentions to use digital wallets during Lebanon’s financial crisis. 414 respondents participated in the survey. Outcomes reveal that performance expectancy, effort expectancy, and facilitating conditions are factors that are positively associated with the intention to use digital wallets. In its turn, financial freedom is considered a factor that has a positive impact on future intentions. Only the positive association between social influence and consumers’ intentions has been supported. This study also confirms that the positive correlation between social influence, facilitating conditions, financial freedom drive, and the intention to use digital wallets is mediated by consumers’ perceived trust. Finally, the presence of family members abroad and tech savviness are considered proven moderators when linking consumers’ intentions to effort expectancy and social influence, as well as performance expectancy and effort expectancy, respectively. This research serves as an extension of the UTAUT model in the context of the Lebanese financial crisis.
    Keywords: digital wallets; consumers’ perceived trust; financial freedom drive; tech savviness; family members abroad; UTAUT model; financial crisis; Lebanon.

  • 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.