This research is intended to explore the connection between various aspects such as the usage of metaverse technology, sharing economy, digital marketing innovation, and the utilization of artificial intelligence for communication and profitability of the banking and financial technology sectors in United Arab Emirates (UAE). Therefore, a quantitative approach was adopted to collect data from 378 employees from banks and fintech companies using an online survey method, with the use of structural equation modelling techniques for the analysis. This research demonstrated that the implementation of platforms in the sharing economy offers positive benefits to banking companies and fin-tech as they implement metaverse technologies and increase their levels of digital marketing innovation. Digital marketing innovation plays an important role in facilitating the technological adoption process leading to enhanced financial performance. Furthermore, metaverse technology acted as a mediator between usage of sharing economy platforms and digital marketing innovation. AI-enabled communication supports the use of metaverse technology but does not support the link between metaverse technology and digital marketing innovation. Lastly, the study has both theoretical and practical implications for banks and fintech companies interested in integrating these technologies to achieve long-term viability in developing markets.
Aljumah et al. (Fri,) studied this question.
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