Title

A grounded theory approach to exploring the phenomenon of seller manipulations of online product reviews

Document Type

Book chapter

Source Publication

2016 Global Marketing Conference at Hong Kong Proceedings

Publication Date

7-2016

First Page

1538

Last Page

1551

Publisher

Global Alliance of Marketing & Management Associations

Keywords

phenomenon, semi-grounded theory, consumer perception

Abstract

We adopt a semi-grounded theory approach to investigate the impact of different review manipulation tactics. Shoppers take a negative view toward seller manipulations, but the degree of negativity varies across different tactics. Moreover, different manipulations tactics vary in the ease of detection, perceived unethicality, and the effect on consumer perceptions.

DOI

10.15444/GMC2016.11.02.01

Publisher Statement

Copyright © 2016 Global Alliance of Marketing & Management Associations. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Li, C., Peng, L., & Cui, G. (2016). A grounded theory approach to exploring the phenomenon of seller manipulations of online product reviews. In 2016 global marketing conference at Hong Kong proceedings (pp. 1538-1551). Republic of Korea: Global Alliance of Marketing & Management Associations. doi: 10.15444/GMC2016.11.02.01