Myths and magic of adopting marketing technologies: acustomer-centric framework
Continuation intention; Customer usage; Marketing technologies; MarTech; Perceived benefits; Perceived risks; UTAUT
Purpose This study seeks to explore how customers perceptions of the benefits, risks and continuation intention toward Marketing Technologies (MarTech) influence their actual usage. This research study utilizes the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework for assessing the usage and continuation intention (intention behavior) of customers toward adopting marketing technologies. Design/methodology/approach Data was collected from 266 respondents and analyzed using partial least squares structural equation modeling (PLS-SEM). A post-hoc analysis was undertaken using importance-performance matrix analysis (IPMA) to assess the importance and performance of determinants in the PLS-SEM model. Findings The results of the study indicate that perceived usefulness, perceived enjoyment and social influence have positive effects on Marketing Technologies (MarTech) usage intention. Additionally, usage intention has no effect on continuation intention. The performance of Perceived Usefulness is 74.879, which is higher than other constructs and ascertains that perceived usefulness contributes largely to predicting MarTech continuation intention. Originality/value This study enriches the technology adoption literature by investigating the predictors of marketing technologies (MarTech) adoption and usage from the perspective of customers. Notably, the novelty of this research lies in investigating the impact of perceived trust and perceived risk on MarTech usage and continuation intention of customers. 2025 Emerald Publishing Limited
Vishnoi, Sushant Kumar; Mathur, Smriti; Rawal, Pankaj; Sharma, Vikram Kumar; Jain, Aditi; Agarwal, Vaishali
Asia-Pacific Journal of Business Administration;pp.1-28
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.1108/APJBA-09-2024-0545 https://www.scopus.com/pages/publications/105025444288?origin=resultslist
Vishnoi S.K., Institute of Management Studies (IMS) Ghaziabad - B School, Ghaziabad, India; Mathur S., Christ University, Bangalore, India; Rawal P., Institute of Management Studies (IMS) Ghaziabad - B School, Ghaziabad, India; Sharma V.K., Institute of Management Studies (IMS) Ghaziabad - B School, Ghaziabad, India; Jain A., Institute of Management Studies (IMS) Ghaziabad - B School, Ghaziabad, India; Agarwal V., Institute of Management Studies (IMS) Ghaziabad - B School, Ghaziabad, India