Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer‐based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross‐cultural data from two emerging countries in Asia and Africa, the study followed a two‐stage, hybrid mechanism using PLS‐SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.
Business environment is becoming unpredictable, uncertain and volatile necessitating adaptability in businesses to survive, sustain and remain competitive. One such strategic vision & design for small businesses is digital connect with market,support to entrepreneurship and exploring alternative financing –mix. The paper explores the potentials of digital platforms to connectwith customers and entrepreneurship & financial support for sustaining and developing small scale businesses in UT of J&K. Primary data for the study was generated from small businesses across UT of J&K using questionnaire and judgement samplingtechnique. After tabulation & scale purification, it was analysed using descriptive statistics, rank correlation and multiple regression. The study suggested popularisation of digital connect tools among innovative entrepreneurs through training, education and net working. Innovative financing instruments including asset based lending, alternative debt, hybrid instrumentsand equity instruments be explored.
Inventory costs are the basic costs which influences the whole business design. It connotes the diverse costs involved (Storage, Perishability, safety etc) in managing inventories. The present study divulges the mean rating of inventory variables that affects inventory management in 44 small scale units operating in district Udhampur of J&K State divided into ten lines of operations. The research framework was examined by empirical analysis of primary data collected. Validity and reliability of the scales in the construct were assessed through BTS and Cronbach's alpha. The results of ranking tables revealed that the major variables affecting inventory management are Overall inventory turnover ratio, Raw material inventory turnover ratio, Work-in-process inventory turnover ratio, Finished goods inventory turnover ratio and Out of stock index. The variable Raw material inventory turnover ratio emerged as the main variable affecting inventory management and out of stock index being the least decipherable effectuating variable deployed in managing inventories.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.