A grounded theory approach to exploring the phenomenon of seller manipulations of online product reviews
2016 Global Marketing Conference at Hong Kong Proceedings
Global Alliance of Marketing & Management Associations
phenomenon, semi-grounded theory, consumer perception
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.
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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