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
Language
English
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