Unfolding the characteristics of incentivized online reviews

Ana Costa, Guerreiro, João, Moro, Sérgio and Roberto Henriques

Journal of Retailing and Consumer Services, 2019, vol. 47, issue C, 272-281

Abstract: The rapid growth of social media in the last decades led e-commerce into a new era of value co-creation between the seller and the consumer. Since there is no contact with the product, people have to rely on the description of the seller, knowing that sometimes it may be biased and not entirely true. Therefore, review systems emerged to provide more trustworthy sources of information, since customer opinions may be less biased. However, the need to control the consumers’ opinion increased once sellers realized the importance of reviews and their direct impact on sales. One of the methods often used was to offer customers a specific product in exchange for an honest review. Yet, these incentivized reviews bias results and skew the overall rating of the products.

Keywords: Incentivized online reviews; Text mining; Sentiment analysis (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:47:y:2019:i:c:p:272-281

DOI: 10.1016/j.jretconser.2018.12.006

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