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

Chunyu LI, Ling PENG, Geng CUI

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)

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 languageEnglish
Title of host publication2016 Global Marketing Conference at Hong Kong Proceedings
PublisherGlobal Alliance of Marketing and Management Associations
Pages1538-1551
Number of pages14
DOIs
Publication statusPublished - 1 Jul 2016

Keywords

  • consumer perception
  • phenomenon
  • semi-grounded theory

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  • Cite this

    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). Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2016.11.02.01