Developing a Model for Creating Innovative Businesses with an Approach Integrating Artificial Intelligence, Metaverse, and Social Networks Using Structural Equation Modeling

Aliabadi, Hossein; Yousefi Saeidabadi, Reza; Fattahi, Majid

doi:10.22034/oajre.2025.548328.1148

Developing a Model for Creating Innovative Businesses with an Approach Integrating Artificial Intelligence, Metaverse, and Social Networks Using Structural Equation Modeling

Document Type : Original Article

Authors

Hossein Aliabadi ¹

Reza Yousefi Saeidabadi ²

Majid Fattahi ¹

¹ Assistant Professor, Department of Entrepreneurship, Sari Branch, Islamic Azad University, Sari, Iran

² Assistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran

10.22034/oajre.2025.548328.1148

Abstract

The primary objective of this study was to propose a model for establishing innovative businesses through an integrative approach incorporating artificial intelligence, the metaverse, and social networks, utilizing structural equation modeling. This research employed a quantitative, developmental, and field-based methodology. The study population comprised all managers and experts from technology companies in Tehran, with a sample size of 386 participants determined accordingly. To assess the research variables, a researcher-designed questionnaire grounded in the extant literature was utilized. Its validity was evaluated via content validity, and reliability was confirmed through Cronbach's alpha coefficient. Structural equation modeling was applied to analyze the final model, with results obtained via AMOS software indicating that the validity of the proposed model was substantiated. The analysis results demonstrate that the components of innovative business models, informed by artificial intelligence, social networks, and the metaverse, encompass a set of key resources that play a pivotal role in the transformation and advancement of this domain. Software and hardware infrastructures serve as foundational elements for implementing emerging technologies such as artificial intelligence, virtual reality, and augmented reality.

Keywords

Entrepreneurship

innovative businesses

artificial intelligence

metaverse

social networks