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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

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...

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Published in: International Journal of Contemporary Hospitality Management
ISSN: 0959-6119 0959-6119
Published: Emerald
Online Access: Check full text

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.
Keywords: Metaverse, Word-of-mouth, Media richness theory, WOM, MetaWOM, Sensory, Persuasiveness, Credibility, NTT, Reviewchain, Hospitality, Tourism
College: Faculty of Humanities and Social Sciences