Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI : theoretical framework and research propositions
Year of publication: |
2024
|
---|---|
Authors: | Abrokwah-Larbi, Kwabena |
Published in: |
Journal of contemporary marketing science. - Bingley : Emerald, ISSN 2516-7499, ZDB-ID 2952865-3. - Vol. 7.2024, 1, p. 56-83
|
Subject: | Customer immersion | Immersive marketing technologies | Managerial capabilities | Metaverse marketing | SMEs | Strategic agility | KMU | SME | Strategisches Management | Strategic management | Marketingmanagement | Marketing management |
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