Leveraging the metaverse ecosystem: How institutional factors, adoption of metaverse-related technologies, and absorptive capacity drive performance in high-tech small and medium-sized enterprises

This study aims to investigate the adoption of Metaverse-related technologies by high-tech small and medium-sized enterprises (SMEs) and its impact on international marketing agility and firm performance. A two-wave longitudinal design was applied using structural equation modeling to assess data collected from high-tech SME executives (n = 226). This study reveals that various institutional aspects positively influence high-tech SMEs’ intention to adopt Metaverse-related technologies, leading to its adoption. Adoption improves marketing agility and performance, with absorptive capacity playing a crucial mediating role. Based on the results of empirical investigation, this study provides significant theoretical and practical contributions.