Dušan Mladenović: MetaWOM – toward a sensory word-of-mouth (WOM) in the metaverse
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4. února 2025
10:30 – 11:30 - S312, Ekonomicko-správní fakulta MU, Lipová 41a
Public lecture within the habilitation procedure of Dušan Mladenović in the field of Business Management.
Based on the key dimensions of the Metaverse environment (immersiveness, fidelity and sociability), the paper on which is this lecture based, 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.
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.
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.
The 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 the paper can assist various stakeholders in understanding the complex nature of virtual information-seeking and giving.
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. The 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
Lecture is based on a paper by Dušan Mladenović, Elvira Ismagilova, Raffaele Filieri, Yogesh K. Dwivedi.
Here you can listen to an AI generated podcast on the basis of the paper.
The lecture will take place at ECON MUNI in room S312 on 4 February 2025 between 10:30 and 11:30 am.
It is possible to join online on MS Teams, however, in-person attendance is encouraged and welcome.
MS Teams link: https://muni.cz/go/e2efb5
- Pořadatel
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Oddělení výzkumu a projektů (Ekonomicko-správní fakulta)
- Odpovědnost
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Mgr. Blanka Šustrová
Načítám mapu…