Can I read MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse on EtoBox?

MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse by Dušan Mladenović; Elvira Ismagilova; Raffaele Filieri; Yogesh K. Dwivedi is a Business, Management and Accounting article available to read on EtoBox.

What is MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse about?

## 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 under

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

Author

Dušan Mladenović; Elvira Ismagilova; Raffaele Filieri; Yogesh K. Dwivedi

Publisher

Emerald

Published

2023

Language

EN

Field

Business, Management and Accounting (Social Sciences)