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Community Behind “In Return For An Honest Review”, Ania Izabela Rynarzewska
Community Behind “In Return For An Honest Review”, Ania Izabela Rynarzewska
Association of Marketing Theory and Practice Proceedings 2018
With prevalence of online shopping, consumer reliance on consumer generated reviews increased tremendously over the last 22 years. It was Amazon.com, an online retailer who started consumer generated review in 1995. It has since been a major success and source of consumer trust. However, over the years, Amazon.com, academics and the news media noticed an increase of fake reviews whose purpose is to motivate consumers into purchasing a product based on those fictitious reviews. Amazon.com has been on a spree to catch numerous fake reviewers and fake review providers while academic research focused on how to recognize fake reviews, distributions …