JournalTOCs

International Journal of Technology Marketing
Number of Followers: 3

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1741-878X - ISSN (Online) 1741-8798
Published by Inderscience Publishers

[439 journals]

Digital marketing techniques for school promotion
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  Authors: Ronald R. Fernandez, Chin Uy
  Pages: 239 - 255
  Abstract: Companies use marketing to connect with customers at the right time and place. Similarly, academic institutions utilise rich website-based content to increase awareness, promoting the institution in a competitive market. The study, anchored on the ISO 9126 framework, married the quality standard for evaluating software and digital marketing techniques. Descriptive statistics were applied to describe the profile and responses of the 7,583 respondents. Cronbach's alpha reliability coefficients, factor loadings, and the item's indicator weights determined the significant contributions in measuring latent variables. The relationships of the variables were determined using the structural equation model. The study revealed that functionality, usability, efficiency, reliability, and portability significantly positively affect the quality of an academic website and that website quality will lead to the promotion of the institution. Several digital marketing techniques were also recommended for the institution's digital promotion.
  Keywords: marketing; promotion; digital marketing; ISO 9126; website quality; technology
  Citation: International Journal of Technology Marketing, Vol. 17, No. 3 (2023) pp. 239 - 255
  PubDate: 2023-07-12T23:20:50-05:00
  DOI: 10.1504/IJTMKT.2023.132198
  Issue No: Vol. 17, No. 3 (2023)
How customers perceive voice shopping and its potential uses
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  Authors: Rana Salah Nasr, Sara El-Deeb
  Pages: 256 - 275
  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
  Citation: International Journal of Technology Marketing, Vol. 17, No. 3 (2023) pp. 256 - 275
  PubDate: 2023-07-12T23:20:50-05:00
  DOI: 10.1504/IJTMKT.2023.132169
  Issue No: Vol. 17, No. 3 (2023)
Investigating the importance of big data use in the customer relationship
management context
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  Authors: Marwa Ben Hassine, Afef Ben Youssef
  Pages: 276 - 295
  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
  Citation: International Journal of Technology Marketing, Vol. 17, No. 3 (2023) pp. 276 - 295
  PubDate: 2023-07-12T23:20:50-05:00
  DOI: 10.1504/IJTMKT.2023.132174
  Issue No: Vol. 17, No. 3 (2023)
Towards a better understanding of the social media effects on young users
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  Authors: Samer Elhajjar, Laurent Yacoub
  Pages: 296 - 315
  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 in 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
  Citation: International Journal of Technology Marketing, Vol. 17, No. 3 (2023) pp. 296 - 315
  PubDate: 2023-07-12T23:20:50-05:00
  DOI: 10.1504/IJTMKT.2023.132175
  Issue No: Vol. 17, No. 3 (2023)
Internet of things technologies in developing countries - a holistic view
of consumer adoption behaviour
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  Authors: Imrana Yasmin, Mily Akhter
  Pages: 316 - 345
  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 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
  Citation: International Journal of Technology Marketing, Vol. 17, No. 3 (2023) pp. 316 - 345
  PubDate: 2023-07-12T23:20:50-05:00
  DOI: 10.1504/IJTMKT.2023.132176
  Issue No: Vol. 17, No. 3 (2023)