Document Type : Original Article
Author
Ph.D. in Business Management.
Abstract
The Metaverse, an immersive digital realm, has revolutionized the dynamics of communication and information exchange. In this context, electronic word-of-mouth (eWOM) has emerged as a vital tool for information dissemination and opinion formation. However, the influence of anonymity on eWOM credibility and trustworthiness remains a complex and evolving facet of the Metaverse. This review paper explores the multifaceted factors that underpin the impact of anonymity on eWOM which studying each can help researchers to develop this field. Through the systematic review, databases were searched and out of 145 articles, 65 were selected for review. Community Norms and Culture, Platform Design and Policies, Trust-Building Mechanisms, Transparency and Accountability, Information Quality and Consistency, Moderation and Ethical Practices, Challenges and Future Directions influence anonymity and eWOM credibility. Information Adoption Model, Social Identity Theory, Elaboration Likelihood Model, Source Credibility Theory, Network Theory, Cue Utilization Theory, and Social Exchange Theory are among the studied theories in this field. Credibility Challenges, Trust Formation, User Perceptions, Ethical Considerations, and User Education influence anonymity on the credibility and trustworthiness of eWOM in the Metaverse
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