Page 23 - Volume5, Issue 3, May-August 2024

RESEARCH @ IIMV

The qualitative study (Study 1) was conducted to identify the
antecedents of the theoretical model, which was tested in Study
2 using the covariance-based structural equation modelling (CB-
SEM) technique. Study 3 then divided the respondents based on
the metaverse influencer attribute preferences. Results of Study 1
revealed the six most influential attributes of metaverse influencers:
physical attractiveness, social attractiveness, perceived credibility,
metaverse-influencer fit, intimacy, and attitude homophily. Further,

Study 2 validated that attractiveness and perceived credibility
enhance engagement. Also, the results revealed that intimacy,
perceived credibility, and homophily enhance social glue. Moreover,
parasocial relationships mediate the association between intimacy,
attitude homophily, perceived credibility, and (engagement and social
glue). The conditional indirect effect of physical attractiveness, social
attractiveness, and metaverse–influencer fit on (engagement and

social glue) via parasocial relationships at different high and low levels
of self-discrepancy was significant. Finally, Study 3 used latent class
analysis to reveal different clusters of metaverse users. This research
enriches our understanding of metaverse influencers, contributing
to the influencer marketing literature. It offers actionable insights for
marketers by elucidating key influencer attributes, aiding in enhancing
engagement and social glue.

Click here to read the paper.

Unlocking the relationship between ambidextrous lead-
ership style and HRM practices in knowledge-intensive
SMES

Ashish Malik, Jaya Gupta, Ritika Gugnani, Amit Shankar,
Pawan Budhwar

Journal of Knowledge Management (ABDC-A)

This paper aims to explore the relationship between owner-manager
or leader’s ambidextrous leadership style and its effect on human
resource management (HRM) practices, contextual ambidexterity and
knowledge-intensive small- and medium-enterprises (SMEs) strategic
agility. This study presents an in-depth qualitative case study analysis
of two knowledge-intensive SMEs from India’s information technology

and health-care products industry serving a range of global clients.
Using the theoretical lenses of empowerment-focused HRM practices,
ambidextrous leaders, contextual ambidexterity and strategic agility,
semi-structured interview data of leaders, managers and employees of

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