This study aims to explore how businesses can strategically incorporate enablers to seamlessly integrate immersive technologies, thereby enhancing marketing capabilities, sustainability and improving surrounding communities and enhancing organizational effectiveness. The research also examines technology turbulence (TT) as a potential moderator between the enablers of immersive technologies and marketing capabilities for organizational sustainability.
A total of 500 managers from various organizations are approached to gather responses through purposive sampling, out of which 379 agreed to respond. The collected responses are analyzed through partial least square structural equation modeling technique with moderator analysis.
The study found that all three enablers, such as technology road mapping (TRM), professional expertise (PRE) and attitude (ATT), are significantly impacting an organization’s sustainability, marketing capabilities, as well as enhancing capacity of the organizations. Also, while studying the impact of these capabilities, it was found that marketing implementation capabilities (MIC) and product development management (PDM) significantly impacted market effectiveness (MREF) and sustainability while marketing planning capabilities (MPC), brand management capabilities (BMC), and customer relationship management (CRM) did not contribute significantly to market effectiveness as well as capacity building for the organizations.
The study is expected to benefit organizational policymakers, sustainability and capacity building consultants and marketing professionals by imbibing and implementing immersive technologies in firms to achieve better sustainability and market effectiveness.
This study exhibits a comprehensive theoretical framework and offers an alternate perspective to the existing literature on immersive technology, sustainability and capacity building. This study also provides food for thought as to how immersive technologies could enhance sustainability, marketing effectiveness, thereby global economy.
