Implementing enterprise metaverse as a means of enhancing growth hacking performance: Will adopting the metaverse be a success in organizations?

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-11-23 DOI:10.1016/j.jbusres.2024.115079

Aman Kumar , Amit Shankar , Abhishek Behl , Vijay Pereira , Payal Kapoor , Armando Papa

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Abstract

This study examines the factors influencing the implementation of the enterprise metaverse within organisations and aims to define how this implementation can assist organisations in achieving growth hacking. The study employed a mixed-methods research design, utilising structural equation modelling (SEM) and artificial neural network (ANN) techniques to analyse the framework. The results show that real-time analytics capability, operational excellence, industry pressure, and stakeholder pressure are significantly associated with enterprise metaverse implementation. The results also reveal that the success or failure of an enterprise metaverse largely depends on how it is implemented. In addition, potential and realised absorptive capacity are identified as significant moderators. This study provides a deeper understanding of organisational behavioural intentions towards the enterprise metaverse using the underpinnings of institutional theory.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.