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.
|Title of host publication||2016 Global Marketing Conference at Hong Kong Proceedings|
|Publisher||Global Alliance of Marketing and Management Associations|
|Number of pages||14|
|Publication status||Published - 1 Jul 2016|
- consumer perception
- semi-grounded theory
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