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

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  By Payal S. Kapoor
  Assistant Professor

  Co-Authors
  Aman Kumar, Indian Institute Of Management, Ranchi, India
  Amit Shankar, Indian Institute Of Management Visakhapatnam, India
  Abhishek Behl, Keele Business School, Keele University, United Kingdom
  Vijay Pereira, NEOMA Business School, France
  Armando Papa, University Of Salerno, Department Of Economics And Statistics, Salerno, Italy
  

  Journal : Journal of Business Research
  Publisher : Elsevier

Article 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, 115079.

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.