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

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

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.

Suggested Citation

  • Kumar, Aman & Shankar, Amit & Behl, Abhishek & Pereira, Vijay & Kapoor, Payal & Papa, Armando, 2025. "Implementing enterprise metaverse as a means of enhancing growth hacking performance: Will adopting the metaverse be a success in organizations?," Journal of Business Research, Elsevier, vol. 188(C).
    • Handle: RePEc:eee:jbrese:v:188:y:2025:i:c:s0148296324005836
    DOI: 10.1016/j.jbusres.2024.115079
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