IDEAS home Printed from https://ideas.repec.org/a/eee/teinso/v79y2024ics0160791x24002525.html
   My bibliography  Save this article

Drivers of metaverse adoption for enhancing marketing capabilities of retail SMEs

Author

Listed:
  • Rehman, Anisur
  • Behera, Rajat Kumar
  • Islam, Md Saiful
  • Elahi, Yasir Arafat
  • Abbasi, Faraz Ahmad
  • Imtiaz, Asma

Abstract

Small and medium-sized enterprises (SMEs) rely on a thriving distribution network and digital technologies, including the metaverse, to remain competitive. The retail industry is perceived as a portfolio-based and granular business. Hence, retail SMEs can be a key source of innovation and a major source of growth that need technical flexibility to react quickly to changing customer needs. Therefore, grounded in the TOE framework, this study is undertaken to explore the drivers of metaverse adoption for enhancing the marketing capabilities of retail SMEs. Online surveys were used to gather primary data from 300 marketing practitioners employed in retail SMEs. Subsequently, the data were analysed using quantitative research methodology. The finding reveals that the metaverse is gaining attention from retail SMEs due to its technological, organisational, and environmental drivers, as well as its ability to provide immersive experiences to customers. Thereafter, metaverse adoption enhances the marketing capabilities of SMEs with new sales channels, tailored marketing, and increased customer reach with an understanding of the marketplace focused on customer relations, market research, and cross-management capabilities.

Suggested Citation

  • Rehman, Anisur & Behera, Rajat Kumar & Islam, Md Saiful & Elahi, Yasir Arafat & Abbasi, Faraz Ahmad & Imtiaz, Asma, 2024. "Drivers of metaverse adoption for enhancing marketing capabilities of retail SMEs," Technology in Society, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:teinso:v:79:y:2024:i:c:s0160791x24002525
    DOI: 10.1016/j.techsoc.2024.102704
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160791X24002525
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techsoc.2024.102704?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:teinso:v:79:y:2024:i:c:s0160791x24002525. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/technology-in-society .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.