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

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.

Citation

Kumar, A., Shankar, A., Behl, A., Pereira, V., Kapoor, P., & Papa, A. (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, 188, Article 115079. https://doi.org/10.1016/j.jbusres.2024.115079

• Journal Article Type: Article
• Acceptance Date: Nov 17, 2024
• Publication Date: 2025-02
• Deposit Date: Jan 10, 2025
• Journal: Journal of Business Research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 188
• Article Number: 115079
• DOI: https://doi.org/10.1016/j.jbusres.2024.115079
• Public URL: https://keele-repository.worktribe.com/output/1045874
• Publisher URL: https://www.sciencedirect.com/science/article/pii/S0148296324005836?via%3Dihub
• Additional Information: This article is maintained by: Elsevier; Article Title: Implementing enterprise metaverse as a means of enhancing growth hacking performance: Will adopting the metaverse be a success in organizations?; Journal Title: Journal of Business Research; CrossRef DOI link to publisher maintained version: https://doi.org/10.1016/j.jbusres.2024.115079; Content Type: article; Copyright: © 2024 The Author(s). Published by Elsevier Inc.