Digital Transformation in B2B Marketing: A Causal Network Analysis of Factors on the Metaverse

Document Type : Original Research Article

Authors

1 MSc., Department of Management, SR.C., Islamic Azad University, Tehran, Iran.

2 Assistant Prof., Department of Management, SR.C., Islamic Azad University, Tehran, Iran.

10.22059/imj.2026.412455.1008304

Abstract

Objective: This study aims to bridge the gap in empirical research concerning the factors influencing the adoption of the “Industrial Metaverse” within Business-to-Business (B2B) marketing in developing economies. Specifically, it focuses on the Iranian industrial sector to model the complex causal relationships among the critical determinants of adoption.
Methodology: A sequential mixed-methods approach was utilized. First, a Delphi survey was conducted with ten industry experts to validate 25 sub-criteria categorized across five dimensions: Technological, Economic, Organizational, Social, and Legal/Regulatory. Subsequently, the DEMATEL technique was applied to quantify interdependencies between these factors and map the underlying causal network.
Results: The findings indicate that Organizational Factors are the most central and prominent dimension ( ), serving as a foundational driver. Technological ( ) and Economic ( ) dimensions emerged as primary causal variables, while Social ( ) and Legal/Regulatory ( ) factors were identified as dependent dimensions. At the sub-criteria level, Metaverse Cybersecurity ( ), Internal Digital Culture ( ), and Top Management Support ( ) demonstrated the highest causal power, whereas Technological Innovation Capability proved to be the most susceptible factor.
Conclusion: The study concludes that successful B2B Metaverse integration extends beyond mere technological acquisition; it fundamentally requires organizational readiness, a cultivated digital culture, and robust cybersecurity frameworks. Addressing legal and social vulnerabilities is contingent upon the maturation of these primary dimensions. By decoding the perceived structural dynamics of Metaverse adoption based on expert consensus, this research provides industrial managers and policymakers with a roadmap for optimizing resource allocation and fostering sustainable growth in the era of spatial computing.

Keywords

Main Subjects

References

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Industrial Management Journal
Volume 18, Issue 3
2026
Pages 42-74

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