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There is a growing awareness in today's organizations of the gap between existing digital technologies and those arising from digital innovation that contribute to reducing work exhaustion. However, no comprehensive framework has been proposed for the importance of adopting digital innovation in reducing work exhaustion. The purpose of this paper is to provide a holistic view by proposing a model for the importance of adopting digital innovation technologies and their role in reducing work exhaustion in Iraq as a developing country, and the model was proposed based on the theory of technology-organization-environment and diffusion of innovation.

To collect data, an electronic questionnaire was designed for a survey conducted on 183 Iraqi firms in the industrial sector. For data analysis, the structured equation model was used through the (AMOS. 26) program.

The results revealed the importance and significance of the study model in adopting the cloud of things (CoT) as one of the techniques of digital innovation in reducing work exhaustion.

The authors can conclude that the adoption of the CoT in small and medium enterprises (SMEs) can have a positive impact on the performance of the employees. The adoption of the CoT may provide SME managers with an opportunity to effectively manage various roles and responsibilities. While there were many limitations that this study faced, the authors focused on one type of digital innovation dynamics, which is the CoT, as they must focus on other technologies.

To the best of the authors’ knowledge, this study is one of the first studies in Iraq as a developing country that explains how emerging digital innovation can be leveraged to create innovative digital products and services as a CoT technology and subsequently lead to the reduction of work exhaustion. It also fills the literature gaps related to adoption factors of digital innovation and their role in reducing work exhaustion.

In socio-technical transition theory, resistance by existing technology and regime resistance plays a key role. The resistance is in the form of intentional improvements; eventually, the regime destabilizes and adopts the new technology, referred to as the sailing-ship effect. Researchers used a structural view and examined it as a strategic action and its relationship with new technology (competitive/symbiotic) in non-fast-changing sailing systems. This study uses a microlevel view and examines it in a fast-changing where products/services are developed by integrating existing technology with new product innovations; their success depends on addressing technical/market uncertainty. This study examines the sailing-ship effect in a fast-changing system and contributes to the socio-technical transition theory.

The authors need to examine the phenomena of the sailing-ship effect in its setting, and a case-study method is appropriate. The selected case provided diverse analytic and heuristic perspectives to examine the phenomena; therefore, it was a single case study.

In an IT scenario, the strategic actions decide and realize agility and competitive advantage by formulating appropriate goals with required budgets and coevolutionary changes to resources at product, process and organizational levels, addressing technical/market uncertainty. Moreover, the agility displayed by strategic actions determines the relationship with new technology, which is interspersed. Finally, it provided insights into struggle, navigation and negotiations, forming strategic actions to display the sailing-ship effect.

The study selected a Banking Financial Services and Insurance product of an IT Services company. As start-ups exhibit inherent (emergent) agility, the authors can examine agility as a combination of emergent and strategic actions by selecting a start-up.

The study highlights the strategic actions specific to an IT services company. It developed its product and services by steering clear from IT innovations such as native cloud and continuous deployment. It improved its products/services with necessary organizational changes and achieved the desired agility and competitive advantage. Therefore, organizations devise appropriate strategic actions to combat the sailing-ship effect apart from setting goals and selecting IT innovations.

The study expands the socio-technical transition theory by selecting a fast-changing system. It provided insights into the relationship between existing and new technology and the strategic actions necessary to manage technical and market uncertainty and achieve the desired competitive advantage, or the sailing-ship effect.

The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.

Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear and nonlinear relationships, the data were analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approaches.

The findings underscore the significance of the virtual store environment and online trust in shaping impulsive buying behaviors within the metaverse retailing setting. Theoretically, this study elucidates the impact of virtual store atmosphere and trust on impulsive buying within a metaverse retail setting.

From the findings of the study, because of the importance of virtual shop content, practitioners must address its role in impulse purchases via affective online trust. The study’s findings are likely to help retailers strategize and improve their virtual store presentations in the metaverse.

The discovery adds to the understanding of consumer behavior in the metaverse by probing the roles of virtual store atmosphere, online trust and impulsive buying.