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This paper aims to present a review of small and medium-sized enterprise (SME) literature on the adoption of technology for marketing with the objective the knowledge trajectory from SMEs to tourism SMEs (TSMEs) and presents a research agenda for the adoption of digital marketing among TSMEs.

The quantitative literature review method is adopted to analyze 50 articles published in high-ranking journals from 2011–2021. The selected papers were reviewed to quantitatively present the popular theoretical frameworks, constructs and research methods used for the adoption of digital marketing among SMEs and to present a future research agenda in the context of TSMEs.

The findings present a review of theoretical approaches, research design, methods, and models used by researchers, and identify new directions for future research in the context of the adoption of digital marketing among TSMEs. The paper presents a theoretical critique of the technology adoption theories and builds on diffusion of innovation theory, technology–organization–environment (TOE), and institutional theory to propose an expanded model to study digital marketing adoption among TSMEs.

The article presents a significant advancement in the theoretical understanding of the adoption of digital marketing by offering the application of the TOE framework with moderating role of mimetic and normative pressures. Thus, the study contributes to the scarce research on institutional theory in the context of services (tourism) and offers an alternative and holistic perception to study digital marketing. The research model serves as an organizing tool for future researchers and practitioners to probe and further augment knowledge development in tourism and TSMEs.

Negligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context.

This study examines the vital factors that influence digital marketing adoption among small travel agencies (brick-and-mortar) and the impact of digital marketing adoption on organizational performance modeled as a formative-formative HOC.

This empirical study builds on diffusion of innovation (DOI) theory and technology-organization-environment (TOE) framework to identify the factors of digital marketing adoption by small travel agencies. Data were collected from 226 small travel agents in India using purposive and snowball sampling. Partial least square-structural equation modelling (PLS-SEM) is used to analyze the reflectively and formatively measured constructs.

The findings reveal significant constructs of digital marketing adoption by small travel agencies. The study also establishes the positive impact of digital marketing adoption on organizational performance. Trust partially mediates the impact of technological factors (relative advantage, security concerns) and organizational factor (knowledge) on digital marketing adoption.

The study provides methodological contribution to the literature by applying confirmatory composite analysis (CCA) approach in PLS-SEM. The study contributes to the literature by integrating DOI theory and TOE framework. The study enriches the literature on trust as it recognizes the crucial role of trust as a mediating construct.

The study provides useful implications to marketing practitioners of small travel agencies. The study shows strong predictive capacity and can be generalized throughout diverse samples.

The study adds value to the literature as it explores the digital marketing adoption among the under researched small travel agencies by integrating DOI-TOE theory. The study uniquely proposes and validates organizational performance as a formative-formative higher-order construct.

This study explores the adoption of Industry 4.0 in developing countries' export industries, focusing on factors influencing this adoption, the moderating role of market pressure and prioritizing key factors for sustainable growth.

Based on the “TOE theory” this study has proposed a research framework to identify the factors influencing the adoption and sustainable implementation of Industry 4.0 in the export industry. This study has collected valid datasets from 387 export-oriented industries and applied SEM-ANN dual-stage hybrid model to capture linear and nonlinear interaction between variables.

Results revealed that Technical Capabilities, System Flexibility, Software Infrastructure, Human Resource Competency and Market pressure significantly influence the Adoption of Industry 4.0. Higher market pressure as a moderator also improves the Industry 4.0 adoption process. Results also pointed out that system flexibility is a gray area in Industry 4.0 adoption, which can be enhanced in the export industry to maintain a sustainable adoption and implementation of Industry 4.0.

Minute information is available on the factors influencing the adoption of Industry 4.0 in export-oriented industries. This study has empirically explored the role of influential factors in Industry 4.0 and ranked them based on their normalized importance.

Drawing on the adapted unified theory of acceptance and use of technology (UTAUT2) framework in the bottom of pyramid (BoP) context, this paper examines the number of causal recipes that foster m-health adoption in a developing country (Bangladesh). This paper aims to propose an extended UTAUT2 model along with identifying the necessary and sufficient factors affecting the m-health adoption intention in the BoP market.

The research model was empirically tested, combining two approaches: structural equation modelling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 221 housemaids and female security guards who earn around US$6 per day.

The SEM results revealed that while performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions, perceived cost (PC) and technology anxiety (TA) significantly influence the behavioural intention of BoP markets, hedonic motivation is the non-significant predictor. The fsQCA revealed that the two necessary conditions, PC and SI, can be combined with TA to increase the possibility of the success of m-health adoption in the BoP market.

For practitioners concerned with fostering the m-health adoption intention in BoP markets, the present study, which points out equifinality, recommends integrating the PC and SI in several combinations with PE, EE and TA.

To the best of the authors’ knowledge, no previous studies using the UTAUT2 theory examined the m-health services in the BoP market. This study contributes empirical data to the predominantly theoretical literature by offering a deeper understanding of the inclusion of TA and PC in several combinations with other UTUAT2 factors as predictors for explaining the m-health adoption intention of BoP markets.

This study analyzes the effect of the mandatory adoption of the International Financial Reporting Standards (IFRS) on the level of both accruals-based (AEM) and real earnings management (REM) in a comprehensive sample of firms from emerging markets. It also analyzes whether this effect differs depending on the nature/extent of IFRS adoption (full versus modified).

Some previous studies predominantly made up of samples from developed countries suggest a substitution of AEM for REM in the post-IFRS period. The authors test whether this trade-off among the two earnings management strategies is also evident in emerging markets, based on a sample of 27,789 firm-year observations from 18 countries between 2000 and 2018.

The results suggest that IFRS adoption in emerging markets is associated with the replacement of REM by AEM, unlike previous overall evidence in developed countries where firms appear to do the opposite. The results also show that this replacement is lower in the emerging markets fully applying IFRS, when compared to those applying a modified version of these international standards.

Possibly due to the poor institutional environment of emerging markets, coupled with greater flexibility inherited of IFRS principles-based approach, the authors reiterate an imminent concern about IFRS encouraging substitution of REM for AEM in emerging countries, namely in those applying a modified version of IFRS.

While the predominant IFRS literature in emerging markets remains focused on analyzing only single-country studies, promoting clearly mixed results, the authors enhance such discussion and foster this debate on a more international level by analyzing the joint effect of IFRS in 18 emerging markets and by comparing the effect of full and modified IFRS adoption.

This study aims to explore the adoption of enterprise risk management (ERM) in developing and developed countries. Is there a similarity or difference between the two contrasting institutional markets and the reasons behind them?

The adoption of ERM is analyzed on the basis of the institutional framework. The author draws empirical evidence by comparing the cases of a British and an Indian insurance company using evidence from multiple sources. This paper focuses on extra-organizational pressures exerted by economic, social and political situations across two countries that influenced the adoption decision of ERM.

The findings of this research revealed that early adopters of ERM in different institutional markets face coercive and normative pressure but not mimetic pressure. The adoption of ERM in India and the UK is dissimilar. Companies in the British insurance market encounter higher institutional forces than those in the Indian market because of higher coercive and normative pressure. The aspirations to adopt ERM in the Indian and UK markets included improved strategic decision-making to maintain stakeholder expectations and higher standards of corporate governance. In the UK, ERM was adopted to reduce surprises and fluctuations under flexible regulations but with stricter adoption and to improve credit ratings.

Previous literature has discussed ERM adoption in similar markets or within one market with similar institutional pressure. In contrast, this research is a comparative study that explains the analysis of institutional theory in two different institutional environments in the adoption of ERM.

The purpose of this paper is to examine factors that shape the adoption of mobile phones for vegetable marketing by Vietnamese smallholders.

A structured questionnaire was given to 185 smallholders randomly chosen from 345 vegetable smallholders in the Vinh Thanh district of Vietnam. Descriptive statistics, inferential statistics and a binary logistic regression were applied to analyse the data.

The research results show that the smallholders’ adoption of mobile phones for vegetable marketing is significantly affected by their number of extension contacts, distance from smallholders’ homes to local markets, community-based organisation participation, gender, training/credit programme participation, age, education level, income and farm size (χ² = 143,111, p < 0.000).

A combination of factors related to socio-economic, situational and institutional characteristics of smallholders should be considered when promoting smallholders’ uptake of mobile phones for vegetable marketing in developing nations.

This research provides useful insights into the determinants of mobile phone adoption for vegetable marketing by smallholders and highlights areas that need to be considered when designing policies to improve the uptake of information and communication technologies in developing countries.

The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.

This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.

The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.

The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.

When retail businesses, especially small businesses with greater vulnerability, could not meet consumers in person during the recent pandemic crisis, how did they adapt to the situation? This study examined how small business practitioners (SBPs’) perceptions, trust and adoption intention levels for social media, as well as the relationships among these variables, changed before and during the crisis based on the integration of the contingency theory and the diffusion of innovation theory (DIT).

Online surveys were conducted with USA SBPs before (n = 175) and during (n = 225) the recent pandemic. The hypotheses were tested using structural equation modeling (SEM), multivariate analysis of variance (MANOVA) and multiple-group SEM analysis.

The results confirmed significant sequential positive relationships between SBPs’ perceived external pressure and perceived benefits of adopting social media, which in turn led to their trust in and then adoption intentions for social media. Further, the comparisons between the pre- and in-pandemic samples revealed that SBPs’ perceptions and adoption intentions all became significantly higher during (vs before) the pandemic, but the structural relationships among these variables weakened during the pandemic.

This study uses a novel approach to integrate the contingency theory with the DIT to propose small businesses' perceptions, trust and adoption intentions for social media during the innovation decision process under rapid contingency changes. Our findings also offer practical implications including recommendations for small businesses’ innovation management as well as training programs.

This study investigates CSR reporting’s role in debt access and cost of debt with the moderating role of external assurance and GRI adoption in emerging markets. Such an investigation will help facilitate external fund flow to firms in better terms.

We collected data from 16 emerging markets between 2008 and 2019 from the Thomson Reuters Eikon and ran fixed effects regression analysis and robustness tests by addressing endogeneity concerns, adopting alternative sample and integrating additional control variables.

The results show that CSR reporting has a positive association with access to debt and a negative association with the cost of debt. Furthermore, both external assurance and GRI adoption do not significantly moderate between CSR reporting and access to debt and cost of debt. Hence, creditors in emerging markets are not interested in CSR report assurance and GRI framework adoption and do not integrate them into their lending decisions.

Emerging markets are unique settings characterized by high growth rates, limited capital availability, high debt costs and weak institutional environments. Thus, reaching debt with convenient conditions is critical for emerging market firms to finance their growth. Hence, our study will help emerging market firms reach external funding more easily and in better terms via CSR transparency. Besides, our investigation is based on a broad sample of emerging markets, and hence updates prior emerging market studies conducted in single-country settings. Lastly, we test the complementarity of third-party assurance and GRI adoption to CSR reporting in loan contracting.