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This study examines the effect of crucial factors (benefits and sacrifices) influencing employees' perceived values (hedonic and utilitarian) towards metaverse meeting platforms. Further, the study investigates the impact of employees' perceived values (hedonic and utilitarian values) on behavioral intention to use metaverse meeting platforms. The study also examines how behavioral intention to use metaverse meeting platforms influences organizational SDG achievement. Finally, the authors analyzed the moderating impact of employee creativity.

Data were collected from 228 participants through structured questionnaires, and the hypotheses were examined using the structural equation modeling approach.

Social presence and technostress are significantly associated with perceived hedonic value. Further, social presence, exhaustion and technostress are significantly associated with perceived utilitarian value. Similarly, perceived hedonic and utilitarian value is significantly associated with behavioral intention to use metaverse meeting platforms. Further, behavioral intention to use metaverse meeting platforms is also significantly associated with SDG achievement.

The study enriches the existing literature pertaining to the metaverse, strategic human resources, sustainability, employee creativity and technology adoption. The research also enriches the value-based adoption (VAM) and stimulus-organism-response (SOR) theories.

This study examines consumers’ usage intention towards retail metaverse banking. This research also investigated the mediating impact of trust and distrust. This research also examined the moderating impact of perceived security concerns.

Firstly, a qualitative study is performed to explore the benefits and sacrifices that may influence usage intention. Further, the quantitative study gathered a total of 308 responses to investigate the proposed hypotheses.

The findings suggest that perceived anthropomorphism and perceived immersion positively impact the usage intention towards retail metaverse banking. Further, lack of social interaction and perceived vulnerability had a negative influence towards retail metaverse banking. Further, trust and distrust were found to be significant mediators. Also, perceived security concern was shown to be a significant moderator.

The study 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.

This study investigates organizations' non-adoption intention towards the enterprise metaverse. The innovation resistance theory (IRT) is used as an underpinning theory to examine the impact of various risks on non-adoption intention towards the enterprise metaverse.

A total of 294 responses were collected to examine the proposed hypotheses. A structural equation modelling technique was used to investigate the hypotheses using SPSS AMOS and PROCESS MACRO.

The results of this study reveal that performance, security and psychological risks are significantly associated with non-adoption intention towards enterprise metaverse. Further, distrust significantly meditates the association between performance risk, social risk, technological dependence risk, security risk and psychological risk and non-adoption intention towards enterprise metaverse. Moreover, the results of moderated-mediation hypotheses indicate that the mediating effect of distrust on the association among performance risk, social risk, psychological risk and non-adoption intention towards enterprise metaverse is higher for individuals having high technostress compared to individuals having low technostress.

The study's findings will enrich the metaverse literature. Further, it provides a deeper understanding of enterprise metaverse adoption from a B2B perspective using the underpinnings of IRT. The study helps organizations understand the risks associated with the adoption of the enterprise metaverse.

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. 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.

This study aims to examine the effect of usage, value, tradition, risk, compatibility and complexity barriers on user resistance to mobile bookkeeping applications. Furthermore, it also explores how the relationship between these barriers and user resistance is mediated by technostress. Finally, the authors analysed the moderating impact of self-efficacy on the mediating effect of technostress between barriers and user resistance.

Structured questionnaires were used to obtain data from 325 respondents. A structural equation modelling technique was used to investigate the hypotheses.

The findings suggest that usage, risk and tradition barrier has a significantly positive effect on user resistance intention. Also, results suggested that technostress plays an important role in framing customers’ resistance intention. Finally, the mediation effect of technostress between risk barrier and user resistance is higher for users having low levels of self-efficacy compared with users with high levels of self-efficacy.

The present research enriches the existing literature, especially in the field of mobile bookkeeping applications, user resistance, technostress and innovation resistance theory. It would help bookkeeping application developers design their apps, keeping the major user barriers in mind.

This research focuses on developing and testing a conceptual model that explores customer behavioural responses (engagement, experience and recommendation) towards generative artificial intelligence (AI)-enabled chatbots. It highlights the significant influence of anthropomorphic characteristics in enhancing perceptions of competence and warmth, further enhancing perceived authenticity. In addition, this study aims to investigate how the need for social interactions moderates these relationships.

This study used a self-administered questionnaire distributed on Prolific Academic to gather data from 282 eligible participants worldwide. This study uses a structural equation modelling approach to answer the research questions.

The findings reveal that anthropomorphic characteristics of generative AI-enabled chatbots are positively associated with perceived competence. Moreover, the findings show that the perceived competence and warmth of generative AI-enabled chatbots are significantly associated with perceived authenticity. Furthermore, the results highlight that the perceived authenticity of generative AI-enabled chatbots is positively associated with customer engagement, experience and recommendation. Finally, the results illustrate that the impact of anthropomorphic characteristics on perceived warmth is significantly moderated by the need for social interaction.

This study enriches the generative AI literature and guides organizations in understanding consumer interactions for leveraging generative AI-enabled chatbots. Furthermore, this study contributes to the social response theory literature as this study investigates how user behavioural intentions towards generative AI-enabled chatbots are influenced by their perceived level of anthropomorphic characteristics.

Metaverse is one of the decade’s most exciting and transformative technological innovations. While the metaverse holds immense promise, it has potential risks and dark sides. This research aims to investigate and identify the crucial dark dimensions associated with the metaverse platforms.

Employing a qualitative phenomenological methodology, the authors interviewed 45 metaverse users to unravel dark dimensions related to the metaverse. Analyzing the themes extracted from the participants' insights revealed an alignment with the underpinnings of the Technology Threat Avoidance (TTA) theory.

The findings of this study revealed seven major dark dimensions: addiction and dependency, isolation and loneliness, mental health issues, privacy and security, cyberbullying and harassment, digital identity theft and financial exploitation.

The study helps organizations and metaverse platforms understand the crucial dark dimensions of the metaverse. This study concludes by synthesizing prevalent themes and proposing propositions, offering insights for practical application and policy considerations.

This study provides a deeper understanding of the dark side of the metaverse environment from a user perspective using the underpinnings of TTA theory.

This study aims to investigate the impact of information and communication technology (ICT) investment on the micro, small and medium enterprises (MSME) profitability in the Indian context.

This study used a framework based on the ICT investment and firm size, measuring the impact on profit before depreciation, interest, tax and amortisation of MSME by taking a random sampling of 300 Indian MSME manufacturing firm’s secondary data from the Prowess database. This framework was analysed using the design of experiment (DoE) technique.

The study showed that ICT investment has a significant positive relationship with profitability. This study examines the different ICT investment levels to predict investment strategies and fine-tune profit targets. The critical finding is that ICT investment maximises profit at one million rupees. This discovery aids MSME leaders’ sustainable business decision-making.

This study has an explicit limit to the Indian context, where the firm requirements of countries are different, and these findings need to be validated with many operating variables and applied to more firms with more data. Even so, as a theoretical implication, this study took a novel approach to ICT adoption (through ICT investment) in the Indian MSME sector with guiding levels of ICT investment for each type of firm (i.e. micro, small and medium). This study opens new avenues for investigating researchers and stakeholders by exploring other factors responsible for ICT adoption.

This study uniquely provides practitioners with the functional level of ICT investment for MSMEs in the Indian context. These finding guides top management to make strategic ICT adoption decisions with information symmetry. At the same time, these findings suggest financial institutions astern their credit programme to provide credit for ICT investment in MSMEs.

This study highlights the value of ICT as a practical resource for business owners that significantly makes MSMEs more informed and profitable, thus creating more jobs and incrementing the country’s gross domestic product (GDP).

This study offers unique empirical findings on how decision makers in MSMEs maximise profits through optimal ICT investment levels depending upon the firm size in an emerging economy like India. There is evidence in the study to conclude that ICT is a need of MSME and has implications for firm performance.

After completing the case, students should be able to understand: the importance and uniqueness of the individual market and developing a suitable marketing strategy. The concept of value creation and learn the importance of developing the right value proposition to compete and succeed in a market. The target audience and how to create the right marketing mix. Competition in a digital landscape and the importance of developing an appropriate strategy to counter its rivals and position the brand effectively.

During his visit to India in December 2019, Netflix’s founder and chief executive officer Reed Hastings talked about a series of steps the company had taken in the recent past to successfully face stiff competition and move towards achieving its stated target of 100 million viewers. These steps involved significant changes in their marketing mix such as reworking their pricing, developing a rich portfolio of Indian content and building various partnerships. Since Netflix’s launch in India (December 2016), it faced fierce competition from players such as Hotstar and Amazon Prime, both of whom had developed a rich portfolio of Indian content and adopted a very aggressive pricing strategy thus, making these changes essential. At the time of their launch, Netflix had set a very ambitious target of gaining 100 million viewers within five years (by 2021) while adopting a premium pricing strategy and positioning themselves uniquely based on their international content. They quickly learned that they would have to reevaluate their approach if they wanted to achieve their target on time. The changes announced by Hastings were an effort in that direction. The moot question was whether these steps would help Netflix India reach its goal. This challenge was further compounded by an almost 40% hike in data tariffs by three major wireless carriers considering most Indians watched over-the-top media content on their mobile phones.

The case is designed for undergraduates, as well as for fundamental marketing courses in the Master of Business Administration and other graduate level programmes. It can be taught in the Principles of Marketing, Marketing Strategy and International Marketing courses. It is ideal for topics such as understanding the operation of a digital business in a new market, customer value creation and value drivers, brand and brand positioning, product promotion, strategies for business growth and expansion, fighting competition in a digital landscape.

Teaching Notes are available for educators only.

CSS 8: Marketing.