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Barriers and facilitators of B2B degree of digital use and brand engagement: an integration of technology and behavioral perspectives

Deviprasad Ghosh (Department of Marketing, Institute of Management Technology (IMT) Hyderabad, Hyderabad, India)
Satyabhusan Dash (Department of Marketing, Indian Institute of Management (IIM) Lucknow, Lucknow, India)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 15 June 2023

Issue publication date: 21 November 2023




This study aims to investigate the determinant factors as barriers and facilitators of the B2B degree of digital use and customer–brand engagement in travel services by applying technology and behavioral theories.


A face-to-face survey was administered to retail travel agencies offering offline and online services (N = 301). Structural equation modeling using the partial least square method was conducted using Smart PLS 3.0 software to examine the proposed hypotheses in the research model.


The results revealed that the integrated composite model significantly predicts the B2B degree of digital use and brand engagement. The study established that facilitators had positive effects, and barriers negatively impacted the degree of digital use, which positively impacted brand engagement. However, the facilitator perceived cost and barrier lack of critical mass showed the opposite influence. The effects of facilitator customer pressure and barriers, information and communication technology infrastructure problems and security risks were insignificant. The results also established that the buyer firm size moderated the relationships between barriers and facilitators with the degree of digital use.


This study combined technology and behavioral theories to explain the buyer–seller relationship. The expanded framework contributed to understanding B2B digital usages and brand engagement in the seller–intermediary relationship. This study conceptualized firm size as a contingency variable and established its moderating effect. The study defined cost as a formative construct and an organizational factor. The study suggested practical implications for travel agencies and online travel service sellers.



Ghosh, D. and Dash, S. (2023), "Barriers and facilitators of B2B degree of digital use and brand engagement: an integration of technology and behavioral perspectives", Journal of Business & Industrial Marketing, Vol. 38 No. 12, pp. 2793-2810.



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