Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Vishnoi, Sushant Kumar; Mathur, Smriti; Rawal, Pankaj; Sharma, Vikram Kumar; Jain, Aditi; Agarwal, Vaishali Title A name given to the resource Myths and magic of adopting marketing technologies: acustomer-centric framework Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Asia-Pacific Journal of Business Administration;pp.1-28 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/APJBA-09-2024-0545" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/APJBA-09-2024-0545</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105025444288?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105025444288?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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 Subject The topic of the resource Continuation intention; Customer usage; Marketing technologies; MarTech; Perceived benefits; Perceived risks; UTAUT Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 17574323; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online