International Journal of Technology Marketing (5 papers in press)

Regular Issues

• 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.
  DOI: 10.1504/IJTMKT.2025.10070663
   
  
• Updates in the evolution of AI-driven digital marketing practices: a literature review with bibliometric analysis  
  by Mohammad Faruk, Md. Masudur Rahman, Riduanul Mustafa, Ishita Roy 
  Abstract: This study aims to present an update on the evolution of AI-driven digital marketing practices by determining the thematic development and identifying research clusters that have been developed over time. Adopting an objectivist research philosophy, this study employs the bibliometric analysis method on 206 identified research papers from the Scopus database based on the PRISMA framework from 2000 to 2024. The findings identify that the most contributing author is Dwivedi, while the Journal of Business Research is the most contributing journal and the USA is the most contributing country in the research related to AI-driven digital marketing practices. Furthermore, the findings reveal that the research in AI-driven digital marketing practices is grouped into four clusters. In addition, the evolutionary trends are moving toward integrating the Metaverse and generative AI in digital marketing practices for providing immersive (phygital) experiences to customers and building competitive advantage, leading to an exponential growth of research on these topics. This study contributes to the existing knowledge by providing updated AI-driven digital marketing practices in nine categories.
  Keywords: artificial intelligence; digital marketing; machine learning; bibliometric analysis; literature review; systematic literature review; online marketing; update; evolution.
  DOI: 10.1504/IJTMKT.2025.10070673
   
  
• 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 (Yaoundé 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.
  DOI: 10.1504/IJTMKT.2025.10070665
   
  
• Consumer vulnerability: its impact on ethical perceptions and brand love towards online retail from a stimulus-organism-behaviour-consequence perspective  
  by Dheeraj Sharma, Neha Bhardwaj, Naman Sreen 
  Abstract: Ethics in e-commerce becomes essential, especially in crisis situations such as COVID-19. However, few e-commerce platforms adopt unethical practices to benefit in these vulnerable times. An online survey is conducted for respondents who have bought medical products online during COVID-19. The data is analysed using PLS-SEM for 400 respondents. This study utilises the stimulus-organism-behaviour-consequence (SOBC) perspective by presenting resource scarcity and distinguishing ability as the stimulus, different facets of consumers' perceived ethics of online retail (CPEOR) as the organism, trust, and brand love as behavioural and consequential outcomes, respectively. The results of the study support the SOBC framework. Findings indicate that resource scarcity and distinguishing ability influence facets of CPEOR, which impacts trust towards online retail, finally impacting brand love for online retail and products. The study contributes to the literature by offering new perspectives on managing ethical perceptions of online retailers.
  Keywords: stimulus-organism-behaviour-consequence; SOBC; resource scarcity; distinguishing ability; consumers' perceived ethics of online retail; CPEOR; trust; brand love.
  DOI: 10.1504/IJTMKT.2025.10070669
   
  
• A correlation study of CRM resources and retailer omnichannel strategy performance  
  by Victoria C. Hailey 
  Abstract: As consumer shopping preferences shift and evolve from a single shopping channel to multichannel demands, retailers need to understand how to deliver improved performance of omnichannel strategy: a seamless customer experience that aligns a retailer's brand, product assortment, and marketing initiatives across all channels. The purpose of this non-experimental quantitative correlational study was to examine relationships between three customer relationship management (CRM) resources: 1) customer orientation; 2) customer-centric organisational system; 3) CRM technology - and US retailer omnichannel strategy performance. A sample responded to a CRM capabilities questionnaire and an omnichannel maturity questionnaire. Spearman's rho and ordinal logistics regression were used to examine the relationships and the predictive value in testing the hypotheses. A positive, significant relationship was found between CRM resources and retail omnichannel strategies offering a rigorous, relevant theoretically relevant and in practical contribution to scholars and retailers.
  Keywords: customer relationship management; CRM; omnichannel; retail strategy; multichannel; customer experience; customer-centric; consumer behaviour; competitive advantage; RBT; loyalty.
  DOI: 10.1504/IJTMKT.2025.10070667