International Journal of Technology Marketing (11 papers in press)

Regular Issues

• How customers perceive voice shopping and its potential uses  
  by Rana Salah Nasr, Sara El-Deeb 
  Abstract: The emergence of voice assistants (VAs) has influenced the world of retail marketing, leading to a behavioural shift in consumers towards a conversational economy. The purpose of this article is to investigate the future of voice shopping among consumers in an emerging market. Findings from our survey using judgmental sampling indicate that motivation, perceived usefulness (PU), perceived ease of use (PEU), and attitudes towards VAs positively affect intention to use voice shopping. Furthermore, our path analysis results demonstrate that consumers are willing to adopt voice shopping provided that VAs are easy to use and useful. This research has broadened the technology acceptance model (TAM) by integrating Vroom’s expectancy motivation theory.
  Keywords: artificial intelligence; COVID-19; V-commerce; voice assistants; voice shopping.
  DOI: 10.1504/IJTMKT.2022.10052159
   
  
• Investigating the importance of Big Data use in the customer relationship management context  
  by Marwa Ben Hassine, Afef Ben Youssef 
  Abstract: The main objective of this research paper is to study the determinants and the effect of data marketing use. In fact, we try to testify whether the perceived benefits and costs of technology by managers and IT capability can influence the use of Big Data customer analytics and whether it has an impact on customer relationship performance. In this work, the empirical application was conducted among Tunisian professionals in a sample of 124 companies contacted via the LinkedIn as a professional social network. The results showed that perceived benefits and technological capacity have a positive effect on the use of customer analytics data. In addition, greater use of data analytics would lead to better performance in customer relationship management.
  Keywords: Big Data customer analytics; perceived benefits; perceived costs; IT capability; customer relationship performance.
  DOI: 10.1504/IJTMKT.2023.10053137
   
  
• Towards a better understanding of the social media effects on young users  
  by Samer Elhajjar, Laurent Yacoub 
  Abstract: The purpose of this paper is to offer a clear understanding of the impact of social media use on young consumers. Data was collected using a survey questionnaire, administered to a random sample of 600 university students in Lebanon. Structural equation modelling (SEM) was used to test the hypotheses. The results show that social media use enhances fear of missing out among young consumers, which by its turn has a negative impact on discontinuance intentions. Moreover, it was found that the relationship between social media use and fear of missing out is moderated by social media motivation of use. With the increasing usage of social media, there is a need to study addictive behaviour amongst the young population, in a new geographical context, Lebanon. The Middle East in general and Lebanon, in particular, has witnessed no empirical research on the subject. Consequently, this study is considered important and a major step toward establishing a theoretical base and underpinnings on the subject of social media use.
  Keywords: social media; fear of missing out; FoMO; addiction; young consumers.
  DOI: 10.1504/IJTMKT.2023.10053450
   
  
• Internet of things technologies in developing countries - a holistic view of consumer adoption behaviour  
  by Imrana Yasmin, Mily Akhter 
  Abstract: Internet of things (IoT), an emerging technology and promising paradigm, is transforming almost every industry. This paper presents a holistic view of the most common and prominent factors influencing individuals’ adoption of the internet of things (IoT) in developing countries by incorporating four exogenous constructs-product related, security-related, social, and individual factors. The study also explores cognitive and affective responses toward technology as key antecedents of adoption intention. The study employed a mixed research approach using the PLS-SEM method. Results indicate that: 1) product-related, security-related and individual factors have a significant impact on cognitive responses and thus intention to adopt; 2) social factors have a direct impact on affective responses; 3) both cognitive and affective responses directly influence intention to adopt IoT devices. This study highlights factors that affect consumers’ intention to adopt IoT technologies, which can serve as a basis for tailoring an effective marketing strategy for IoT devices.
  Keywords: internet of things; IoT; PLS-SEM; cognitive response; affective response; product-related factors; security-related factors; social factors; intention to adopt.
  DOI: 10.1504/IJTMKT.2023.10053505
   
  
• Is ambiguity an efficient tool in Instagram ads?  
  by Lilia Khrouf, Souad Maghraoui 
  Abstract: The effects of ambiguous Instagram ads on users are still poorly understood, since few studies have dealt with such an interesting topic. Indeed, some researchers pointed to the communicational merit of ambiguous, while others have focused much more on their negative cognitive and behavioural outcomes. Accordingly, this study aims to shed light on these proposals. To this end, a survey was conducted on 250 Instagrammers. Data collected was analysed through the PLS-SEM method. The results show that ambiguity of Instagram ads leads internet users to cast manipulative inferences on ads, thus negatively affecting their attitudinal reactions and inhibiting their e-wom intentions. With these findings, avenues for future research are proposed.
  Keywords: Instagram ads; ambiguity; manipulative inferences; attitude; e-wom.
  DOI: 10.1504/IJTMKT.2023.10053672
   
  
• Digital consumer-based branding among football clubs; determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms  
  by Arian Matin, Tornike Khoshtaria, Metin Mercan, Ilia Botsvadze 
  Abstract: This study seeks to investigate consumer behaviour towards elements of green branding among football clubs. The research develops a framework for football clubs to increase consumer purchase intention towards green brand extensions offered online. The study utilises consumer brand-based equity (CBBE) model to discover branding elements among football clubs. A survey of 473 football fans in Georgia was conducted. The results were analysed by employing SEM and FSQCA. The findings indicate that teams venue and facilities as well as social identity directly impact loyalty and purchase intention towards green brand extensions online. The analysis also determined the mediating role of brand loyalty amplifying the direct effects. FSQCA analysis offers three configurations for two main subsamples of football fans by placing green brand extensions as the outcome. The research fills the gap in knowledge by offering a new insight into green consumer behaviour, utilising football clubs tangible and intangible assets.
  Keywords: branding; digital marketing; sports marketing; consumer behaviour; green purchase intention; consumer-based brand equity; fuzzy set qualitative comparative analysis.
  DOI: 10.1504/IJTMKT.2023.10054177
   
  
• Affordances of livestreaming shopping on social networking sites improve viewers' trust in streamers, which affects purchase intention: an uncertainty reduction theory perspective  
  by Hsiu-Chia Ko 
  Abstract: The absence of sound transaction mechanisms for livestreaming shopping on social networking sites (LSS-SNS) has led to shopping-related uncertainty and has become the main barrier stopping viewers from making purchases. We used uncertainty reduction theory and information technology affordance theory as the foundation for an exploration of which LSS-SNS affordances meet viewers' information-seeking needs, reduce uncertainty, and increase viewers' trust in streamers, thereby boosting their purchase intention. Our results indicate that interactivity, observing the amount of positive word-of-mouth from other viewers, and streamer self-presentation can enhance viewers' trust in streamers. However, product visibility and observing other viewers' purchase behaviours do not positively influence trust in streamers. Our results also indicate that viewers' trust in streamers has a pivotal positive effect on their purchase intention. This study suggests that the social interaction capabilities characteristic of social networking sites is the core strength that mitigates uncertainty in LSS-SNS.
  Keywords: livestreaming shopping; uncertainty reduction theory; affordance theory; trust; purchase intention; observational learning; word-of-mouth; self-presentation.
  DOI: 10.1504/IJTMKT.2022.10048694
   
  
• The impact of implementing chatbot on customer visit intention: application for hotel management  
  by Nguyen Thi Khanh Chi 
  Abstract: This study is undertaken to investigate whether hotel providers can increase customer trust and customer experience through chatbot service rather than through traditional face-to-face interactions which further motivate customers to visit hotel. This study uses customer data to test the impact of three chatbot dimensions on customer trust and experience. Correlation analysis and structural equation modelling (SEM) were employed to examine the causal relationships. The results show that three chatbot dimensions have significant positive impact on customer trust and customer experience. Information quality has the highest effect on customer experience while service quality has the highest influence on customer trust. Meanwhile, customer trust has higher influence on hotel visit intention that customer experience. Moreover, three chatbot dimensions also have indirect link with customer intention. This paper also contributes several implications to theory and practice.
  Keywords: chatbot; hospitality industry; customer trust; customer experience; hotel visit intention.
  DOI: 10.1504/IJTMKT.2022.10048595
   
  
• Consumer response towards e-retailing of perishable agriculture commodities  
  by Gautam Srivastava 
  Abstract: Perishable agriculture commodities are essential for the people of any country. It is a basic need. In India, the major population of the country lives in the village, who are associated with agricultural products. The digital revolution has changed the way of retailing. E-retailers are selling perishable agriculture commodities through the digital platform. Consumers want fresh and quality perishable agriculture commodities at their doorstep by just clicking on their digital devices. This study tried to find out the response of the consumers in their journey from a physical place to digital space. A depth literature review has been done to determine the gap. Construct and items used in this research were taken from the previous research. The structured questionnaire has been sent to the respondents. The response rate was 38.87%. The structural equation model was used to develop the framework to measure the response of the consumers towards the e-retailing of perishable agriculture commodities.
  Keywords: perishable agriculture commodities; e-retailers; stimulus organism response; environmental turbulence; perceived value; cultural differences.
  DOI: 10.1504/IJTMKT.2022.10049253
   
  
• Are social media influencers effective? An analysis of information adoption by followers  
  by Juan Sebastián Roldan-Gallego, Javier A. Sánchez-Torres, Ana Argila-Irurita, Francisco-Javier Arroyo-Cañada 
  Abstract: This study explored the adoption of information offered by social media influencers to their followers, and how social media influencers affect the intention to purchase, and the ultimate purchase of products or services by their followers. The information acceptance model was applied, which addresses the characteristics of acceptance: attitude, need, quality, credibility, intention, and use of information. This model was validated through structural equation modelling based on a survey of 381 people who use social networking websites. The results indicated that all the variables of the applied model and their characteristics are directly related to the way influencers connect to their audience and the finding that the 'emotional relationship' that influencers create with their followers is key for information acceptance.
  Keywords: followers; social media influencers; SMI; social networks; opinion leaders; brand positioning; digital consumer; digital strategies; predictive model; digital engagement; information acceptance model; IACM; structural equation modelling; SEM; emotional relationship.
  DOI: 10.1504/IJTMKT.2022.10049868
   
  
• A reconceptualisation of the mobile continuance intention: social drivers' perspective  
  by Abdulaziz Elwalda, Ismail Erkan, Fulya Acikgoz, Mushfiqur Rahman 
  Abstract: Based on a systematic review of the relevant literature and grounded on the social drivers, this study reconceptualises the concept of mobile consumers' continued intention. We observe the impact of social drivers derived from consumers' mobile communications on continuance intention. Drawing on informational support, emotional support, normative influence, mobile social commerce, trust and continence intention, a mobile social influence model (MSIM) is proposed as a new approach for addressing consumers' continued intention in mobile settings. The MSIM shows that consumers' continuance intention can be noted through the social drivers of mobile communications. The MSIM indicates that consumers who are informationally and emotionally supported and are influenced by others are more engaged in mobile social commerce. The MSIM also exposes that trust is affected by both social support and social influence. Furthermore, the model reveals that mobile social commerce intention and trust are key predictors of consumers' continuance intention to use mobile messaging applications. The MSIM implies that managers need to provide communication environments where the functionalities of social communications and networking are offered to empower consumers' continued usage.
  Keywords: continued usage; conceptual paper; social support; normative influence; consumers' mobile communications; mobile social commerce.
  DOI: 10.1504/IJTMKT.2022.10050841