Abstract
The article discusses how and why accountability is performed online on social media websites and online review sites such as the travel site TripAdvisor. Evidence shows that online travel reviews have material effects on business and management, and can influence profit and loss. Practices of detachment and objectification are described as an integral part of knowledge production within TripAdvisor, where the knowledge produced is viewed as technical in nature and unbiased. The dynamic rearticulations that collectively produce TripAdvisor's online rankings as experienced by particular hotels are considered. The reconfiguration of relations of accountability in the travel sector via the enactment of online verification through social media is also discussed.
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