Page 22 - Volume5, Issue 3, May-August 2024

RESEARCH @ IIMV

contributes to the metaverse literature and suggests to banks how
to enhance usage intention towards retail metaverse banking. The
study also enriches the literature on dual-factor theory.
Click here to read the paper.

Building a sustainable future with enterprise metaverse
in a data-driven era: A technology-organization-
environment (TOE) perspective

Aman Kumar, Amit Shankar

Journal of Retailing and Consumer Services (ABDC-A)

This research explores organizations’ inclination towards adopting
the enterprise metaverse using the TOE framework. The outcome of
this research reveals that technology road mapping, organizational
fit, and competitive pressure significantly influence enterprise
metaverse adoption. Further, enterprise metaverse adoption is
also significantly associated with the sustainable performance
(environmental, social, economic) of the firm. Moreover, the results
highlight that the association between technology road mapping,
organizational fit, competitive pressure, and trading partner
readiness towards enterprise metaverse adoption are stronger for

organizations having low technology turbulence. Further, the impact
of automated decision-making on enterprise metaverse adoption
is moderated by leadership support. The findings of this research
will enhance the metaverse literature by providing insights into
how businesses integrate this technology, shedding light on the
technological, organizational, and environmental factors crucial
for the adoption. Further, this study will provide insights into how
businesses can leverage enterprise metaverse capabilities in their
organizations, further enhancing overall sustainability.
Click here to read the paper.

Investigating the role of metaverse influencers’ attributes
for the next generation of services

A Kumar, Amit Shankar

Journal of Services Marketing (ABDC-A)

The purpose of this research is to identify the most important attributes
of metaverse influencers and examine their impact on customer
engagement and social glue. Three studies (one qualitative and two
quantitative) were conducted to understand the phenomenon better.

19 VOL.5/ ISSUE 3, MAY-AUGUST 2024