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1 – 10 of over 6000Kritcha Yawised, Darlin Apasrawirote, Maneerut Chatrangsan and Paisarn Muneesawang
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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Kojo Kakra Twum and Andrews Agya Yalley
The use of innovative technologies by firm employees is a key factor in ensuring the competitiveness of firms. However, researchers and practitioners have been concerned about the…
Abstract
Purpose
The use of innovative technologies by firm employees is a key factor in ensuring the competitiveness of firms. However, researchers and practitioners have been concerned about the willingness of technology end users to use innovative technologies. This study, therefore, aims to determine the factors affecting the intention to use marketing analytics technology.
Design/methodology/approach
This study surveyed 213 firm employees. The quantitative data collected was analysed using partial least squares structural equation modelling.
Findings
The results reveal that performance expectancy, facilitating conditions, attitudes and perceived trust have a positive and significant effect on intentions to use marketing analytics. Effort expectancy, social influence and personal innovativeness in information technology were found not to predict intentions to use marketing analytics.
Practical implications
This study has practical implications for firms seeking to enhance the use of marketing analytics technology in developing countries.
Originality/value
This study contributes to the use of UTAUT, perceived trust, personal innovativeness and user attitude in predicting the intentions to use marketing analytics technology.
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This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities…
Abstract
Purpose
This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).
Design/methodology/approach
A theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.
Findings
This research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.
Originality/value
This current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.
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Matti Juhani Haverila and Kai Christian Haverila
Big data marketing analytics (BDMA) has been discovered to be a key contributing factor to developing necessary marketing capabilities. This research aims to investigate the…
Abstract
Purpose
Big data marketing analytics (BDMA) has been discovered to be a key contributing factor to developing necessary marketing capabilities. This research aims to investigate the impact of the technology and information quality of BDMA on the critical marketing capabilities by differentiating between firms with low and high perceived market performance.
Design/methodology/approach
The responses were collected from marketing professionals familiar with BDMA in North America (N = 236). The analysis was done with partial least squares-structural equation modelling (PLS-SEM).
Findings
The results indicated positive and significant relationships between the information and technology quality as exogenous constructs and the endogenous constructs of the marketing capabilities of marketing planning, implementation and customer relationship management (CRM) with mainly moderate effect sizes. Differences in the path coefficients in the structural model were detected between firms with low and high perceived market performance.
Originality/value
This research indicates the critical role of technology and information quality in developing marketing capabilities. The study discovered heterogeneity in the sample population when using the low and high perceived market performance as the source of potential heterogeneity, the presence of which would likely cause a threat to the validity of the results in case heterogeneity is not considered. Thus, this research builds on previous research by considering this issue.
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Ankita Sharma and Swati Sharma
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Originality/value
Negligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context.
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Enhui Yan, Jianlin Wu and Jibao Gu
The purpose of this paper is to investigate how complementors’ marketing capability and technology capability affect their performance. Drawing on social capital theory, the…
Abstract
Purpose
The purpose of this paper is to investigate how complementors’ marketing capability and technology capability affect their performance. Drawing on social capital theory, the authors examine platform network centrality as a mediator and platform reputation as a moderator of the relationships between these two capabilities and complementor performance.
Design/methodology/approach
This study collects data by questionnaire from 154 Chinese firms adopting e-commerce platforms. Hierarchical multiple regression is used to test the hypotheses of this study.
Findings
This study finds that complementors’ marketing capability and technology capability positively affect performance by increasing their platform network centrality. Moreover, platform reputation positively moderates the relationship between platform network centrality and complementor performance, and it strengthens the mediating role of platform network centrality.
Originality/value
This paper emphasizes the critical role of marketing capability and technology capability on complementor performance. It explores the improvement path of complementor performance from the perspective of network position, which is a key element for complementors to effectively leverage their capabilities to build competitive advantage.
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Darshan Pandya, Gopal Kumar and Shalabh Singh
It is crucial for the Indian micro, small and medium enterprises (MSMEs) to implement a few of the most important Industry 4.0 (I4.0) technologies and reap maximum benefits of…
Abstract
Purpose
It is crucial for the Indian micro, small and medium enterprises (MSMEs) to implement a few of the most important Industry 4.0 (I4.0) technologies and reap maximum benefits of sustainability. This paper aims to prioritize I4.0 technologies that can help achieve the sustainable operations and sustainable industrial marketing performance of Indian manufacturing MSMEs.
Design/methodology/approach
I4.0-based sustainability model was developed. The model was analyzed using data collected from MSMEs by deploying analytic hierarchy process and utility-function-based goal programming. To have a better understanding, interviews were conducted.
Findings
Predictive analytics, machine learning and real-time computing were found to be the most important I4.0 technologies for sustainable performance. Sensitivity analysis further confirmed the robustness of the results. Business-to-business sustainable marketing is prioritized as per the sustainability need of operations of industrial MSME buyers.
Originality/value
This study uniquely integrates literature and practitioners’ insights to explore I4.0’s role in MSMEs sustainability in emerging economies. It fills a research gap by aligning sustainability goals of industrial buyers with suppliers’ marketing strategies. Additionally, it offers practical recommendations for implementing technologies in MSMEs, contributing to both academia and industry practices.
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Gautam Srivastava and Surajit Bag
Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from…
Abstract
Purpose
Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing.
Design/methodology/approach
The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study.
Findings
An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors’ review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts.
Practical implications
Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates.
Originality/value
The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing.
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Karin Goebel, Sabrine Dias Losekann, Paola Thalissa Bartoski Polla, Karla Bernardo Mattoso Montenegro and Andréa Rodrigues Ávila
This study aimed to analyze the strategies and challenges related to technology transfer (TT) in technology transfer offices (TTOs), specifically regarding actions to offer…
Abstract
Purpose
This study aimed to analyze the strategies and challenges related to technology transfer (TT) in technology transfer offices (TTOs), specifically regarding actions to offer technologies in their portfolios.
Design/methodology/approach
The qualitative research used a multiple case study based on interviews with TTO managers from seven Brazilian public Science and Technology Institutions (STIs): University of São Paulo (USP), State University of Campinas (UNICAMP), Paulista State University (UNESP), Federal University of Minas Gerais (UFMG), Federal University of Paraná (UFPR), Federal Technological University of Paraná (UTFPR) and Oswaldo Cruz Foundation (FIOCRUZ).
Findings
STIs that invest more resources in their portfolio’s active offering and marketing are more successful in TT than STIs with a passive strategy. Although this active strategy has grown in importance, there is a disparity among Brazilian TTOs as some are still passive in commercializing their intellectual property. This research also highlights the need for clear policies to overcome obstacles related to legal uncertainty for researchers who wish to undertake projects as entrepreneurs using the intellectual property of STIs.
Research limitations/implications
The results of this study cannot be generalized since its conclusions are limited to the studied institutions. However, the outcomes indicate some interesting matters for managers of STIs, public policymakers and TT researchers.
Originality/value
Literature on marketing and innovation related to TT between research institutions and companies in developing countries is still limited. Thus, this research contributes to generating knowledge in the field and improving TTOs.
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Baogui Xin, Yaru Hao and Lei Xie
This study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry the risk of…
Abstract
Purpose
This study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry the risk of scandals, and virtual influencers, a new and unpredictable realm, regarding their integration with social media platforms.
Design/methodology/approach
Using game theory and empirical data, the study explores crucial factors in influencer marketing, including influencer quality, reputation repair costs and the probability of R&D failures.
Findings
This study suggests that companies favor human influencers when the risk of scandal is low. However, competing companies switch to virtual influencers at different intervals as this risk increases. The costs, likelihood of scandals and competition intensity all play a role in a company's decision-making regarding technology management. Additionally, a higher chance of R&D failure can motivate a company to invest more in R&D to gain a competitive advantage over rivals that may suffer failures.
Research implications/implications
This study provides insights into how corporations manage social media influencer marketing in the digital age. It contributes to marketing theory and technology management decisions by offering a fresh perspective on the relationship between corporate reputation and influencer marketing strategy.
Originality/value
This study offers valuable perspectives into a relatively uncharted area of marketing strategy. It employs game theory and empirical analysis to introduce a fresh method of comprehending the dynamics of influencer marketing, its impact on corporate reputation management and its interaction with social media.
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