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

Chunyu LI; Ling PENG; Geng CUI

doi:10.15444/GMC2016.11.02.01

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

Department of Marketing and International Business

Research output: Book Chapters | Papers in Conference Proceedings › Conference paper (refereed) › Research › peer-review

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.

Original language	English
Title of host publication	2016 Global Marketing Conference at Hong Kong Proceedings
Publisher	Global Alliance of Marketing and Management Associations
Pages	1538-1551
Number of pages	14
DOIs	https://doi.org/10.15444/GMC2016.11.02.01
Publication status	Published - 1 Jul 2016

Keywords

consumer perception
phenomenon
semi-grounded theory

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10.15444/GMC2016.11.02.01

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title = "A grounded theory approach to exploring the phenomenon of seller manipulations of online product reviews",

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.",

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doi = "10.15444/GMC2016.11.02.01",

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A grounded theory approach to exploring the phenomenon of seller manipulations of online product reviews. / LI, Chunyu; PENG, Ling ; CUI, Geng.
2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing and Management Associations, 2016. p. 1538-1551.

Research output: Book Chapters | Papers in Conference Proceedings › Conference paper (refereed) › Research › peer-review

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AU - CUI, Geng

PY - 2016/7/1

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N2 - 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.

AB - 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.

KW - consumer perception

KW - phenomenon

KW - semi-grounded theory

UR - http://commons.ln.edu.hk/sw_master/5429

U2 - 10.15444/GMC2016.11.02.01

DO - 10.15444/GMC2016.11.02.01

M3 - Conference paper (refereed)

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BT - 2016 Global Marketing Conference at Hong Kong Proceedings

PB - Global Alliance of Marketing and Management Associations

ER -

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

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Keywords

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