The readiness for the next universe: Metaverse

Key finding of the study

This article highlighted some lessons from digital transformation while emphasizing new areas for future researchers. 

Authors

Rana S., Gulf Medical University, UAE

Udunuwara M., University of Colombo

Dewasiri N.J., Sabaragamuwa University of Sri Lanka

Kashif M., GIFT University, Pakistan

Rathnasiri M.S.H., Sabaragamuwa University of Sri Lanka

Summary of the study

While identifying some issues and challenges we faced during the digital transformation, this article recommends the following scope to the scholars working on South Asian contexts:  Solving definitional inconsistencies and puzzles, proposing new scales and revising existing scales, and Some emerging themes for marketing scholars working on metaverse.

Published in

South Asian Journal of Marketing

Link to the article   

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