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MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
Dušan Mladenović,
Ellie Ismagilova 
,
Raffaele Filieri,
Yogesh Dwivedi
,
Raffaele Filieri,
Yogesh Dwivedi
International Journal of Contemporary Hospitality Management, Volume: 36, Issue: 6, Pages: 2144 - 2163
Swansea University Authors:
Ellie Ismagilova , Yogesh Dwivedi
DOI (Published version): 10.1108/ijchm-04-2023-0474
Abstract
Purpose: Based on the key dimensions of the Metaverse environment (immersiveness, fidelity and sociability), this paper aims to develop the concept of sensory word-of-mouth (WOM) in Metaverse – the metaWOM. It attempts to upgrade the Reviewchain model and suggests the utilization of non-transferable...
| Published in: | International Journal of Contemporary Hospitality Management |
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| ISSN: | 0959-6119 0959-6119 |
| Published: |
Emerald
2024
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| Online Access: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa64324 |
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| Abstract: |
Purpose: Based on the key dimensions of the Metaverse environment (immersiveness, fidelity and sociability), this paper aims to develop the concept of sensory word-of-mouth (WOM) in Metaverse – the metaWOM. It attempts to upgrade the Reviewchain model and suggests the utilization of non-transferable tokens (NTTs) in curbing the explosion of fake WOM. Design/methodology/approach: Following Macinnis’ (2011) approach to conceptual contributions, the authors browsed the currently available literature on WOM, Metaverse and NTT to portray the emergence of metaWOM. Findings: By relying on Metaverse’s three building blocks, the authors map out the persuasiveness of metaWOM in the Metaverse-like environment. By incorporating NTT in the Reviewchain model, the authors upgraded it to provide a transparent, safe and trusted review ecosystem. An array of emerging research directions and research questions is presented. Research limitations/implications: This paper comprehensively analyzes the implications of a Metaverse-like environment on WOM and debates on technologies that can enhance the metaWOM persuasiveness. The proposed model in this paper can assist various stakeholders in understanding the complex nature of virtual information-seeking and giving. Originality/value: This is the original attempt to delineate the sensory aspect of WOM in the Metaverse based on three crucial aspects of the Metaverse environment: immersiveness, fidelity and sociability. This paper extends the discussion on the issue of fake reviews and offers viable suggestions to curb the ever-growing number of fraudulent WOM. |
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| Keywords: |
Metaverse, Word-of-mouth, Media richness theory, WOM, MetaWOM, Sensory, Persuasiveness, Credibility, NTT, Reviewchain, Hospitality, Tourism |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
6 |
| Start Page: |
2144 |
| End Page: |
2163 |