
Review credibility as a safeguard against fakery: the case of Amazon
Online reviews remain a reliable source for customers when making purchase decisions. Yet, the pervasiveness of fake reviews jeopardises this reliability and questions the quality of this content. In this paper, we provide empirical evidence from a major online retailer that mitigation against fakery can be successful. To that end, we proposed, tested, and validated an approach, based on existing safeguards, to quantify the credibility of reviews and thus reliably reduce product uncertainty. We also showed that reviews with sufficient credibility signals were effective at influencing product sales, and this influence was prevalent for both niche and new products on the market. As such, this study offers a novel approach to mitigate the impact of fakery in reviews posted to online infomediaries. Our work focuses primarily on Amazon as a major retailer but also provides further support by drawing on Yelp, another major review platform.
This is an Accepted Manuscript of an article published by Taylor & Francis in the European Journal of Information Systems on March 18, 2021, available online: http://www.tandfonline.com/10.1080/0960085X.2021.1886613.
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Work Title | Review credibility as a safeguard against fakery: the case of Amazon |
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License | CC BY-NC 4.0 (Attribution-NonCommercial) |
Work Type | Article |
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Publication Date | March 18, 2021 |
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Deposited | July 23, 2021 |
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