Malicious practice of fake reviews: Experimental insight into the potential of contextual indicators in assisting consumers to detect deceptive opinion spam

Andreas Munzel
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Andreas Munzel: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: Consumers often rely on experiences from other individuals shared online when making purchase decisions; however, the trustworthiness of consumers' online opinions is jeopardized by fake reviews. Three experimental studies were conducted that included different potential detection support mechanisms to identify fake reviews. The results show that a self-protection prime and two of the three tested detection support mechanisms affect the source's trustworthiness. This research contributes to the field of online interactions by highlighting the potential of contextual – instead of textual – indicators, such as third-party labels and social proof, which assist Internet users in their efforts to detect fake reviews.

Keywords: online reviews; trustworthiness; consensus; electronic; word of mouth; fake reviews; Internet users (search for similar items in EconPapers)
Date: 2016
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Published in Recherche et Applications en Marketing (English Edition), 2016, 30 (4), pp.24 - 50. ⟨10.1177/2051570715604155⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01522495

DOI: 10.1177/2051570715604155

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