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MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse

Dušan Mladenović, Ellie Ismagilova Orcid Logo, Raffaele Filieri, Yogesh Dwivedi Orcid Logo

International Journal of Contemporary Hospitality Management

Swansea University Authors: Ellie Ismagilova Orcid Logo, Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1108/ijchm-04-2023-0474

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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...

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Published in: International Journal of Contemporary Hospitality Management
ISSN: 0959-6119 0959-6119
Published: Emerald
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URI: https://cronfa.swan.ac.uk/Record/cronfa64324
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spelling v2 64324 2023-09-02 MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse 978a0722ccb70c8c3816004d8a9f1567 0000-0001-9634-194X Ellie Ismagilova Ellie Ismagilova true false d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-09-02 BBU 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. Journal Article International Journal of Contemporary Hospitality Management Emerald 0959-6119 0959-6119 Metaverse, Word-of-mouth, Media richness theory, WOM, MetaWOM, Sensory, Persuasiveness, Credibility, NTT, Reviewchain, Hospitality, Tourism 0 0 0 0001-01-01 10.1108/ijchm-04-2023-0474 http://dx.doi.org/10.1108/ijchm-04-2023-0474 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2023-10-10T15:17:14.0211426 2023-09-02T15:24:59.8412536 Faculty of Humanities and Social Sciences School of Management - Business Management Dušan Mladenović 1 Ellie Ismagilova 0000-0001-9634-194X 2 Raffaele Filieri 3 Yogesh Dwivedi 0000-0002-5547-9990 4 64324__28763__d69590a03aa742cc834c6dd15101c63d.pdf 64324.AAM.pdf 2023-10-10T15:15:00.8547041 Output 609341 application/pdf Accepted Manuscript true Copyright © 2023, Emerald Publishing Limited true eng
title MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
spellingShingle MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
Ellie Ismagilova
Yogesh Dwivedi
title_short MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
title_full MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
title_fullStr MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
title_full_unstemmed MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
title_sort MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
author_id_str_mv 978a0722ccb70c8c3816004d8a9f1567
d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv 978a0722ccb70c8c3816004d8a9f1567_***_Ellie Ismagilova
d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Ellie Ismagilova
Yogesh Dwivedi
author2 Dušan Mladenović
Ellie Ismagilova
Raffaele Filieri
Yogesh Dwivedi
format Journal article
container_title International Journal of Contemporary Hospitality Management
institution Swansea University
issn 0959-6119
0959-6119
doi_str_mv 10.1108/ijchm-04-2023-0474
publisher Emerald
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://dx.doi.org/10.1108/ijchm-04-2023-0474
document_store_str 1
active_str 0
description 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.
published_date 0001-01-01T15:17:15Z
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score 11.012924

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