Abstract
ABSTRACT Despite online review companies exerting effort to administer fake reviews, they cannot protect consumers sufficiently. This study not only attempts to identify fake reviews by applying interpersonal deception theory and self-construal theory but also aims to understand the nature of fake reviews by comparing them with authentic reviews. Authentic reviews have personalities similar to humans; more perceived personality corresponds to a better authenticity. Fake reviews have identical patterns of deceptive communication principles. This study suggests five propositions that continue to explore; more research will facilitate a more trustworthy platform business model.
Published Version
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