Promotional Reviews: An Empirical Investigation of Online Review Manipulation

摘要: Online reviews could, in principle, greatly improve the match between consumers and products. However, authenticity of online user remains a concern; firms have an incentive to manufacture positive for their own products negative rivals. In this paper, we marry diverse literature on economic subterfuge with organizational form. We undertake empirical analysis promotional reviews, examining both extent which fakery occurs market conditions that encourage or discourage reviewing activity. Specifically, examine hotel exploiting differences two travel websites: Expedia.com, Tripadvisor.com. While anyone can post review Tripadvisor, consumer could only Expedia if actually booked at least one night through website. distribution given Tripadvisor Expedia. show simple model net gains from are likely be highest independent hotels owned by single-unit owners lowest branded chain multi-unit owners. Our methodology thus isolates disproportionate engage high fake greater share five star (positive) relative Furthermore, neighbors more (negative)