Abstract
Faced with the mistrust of consumers toward customer reviews due to the multiplication of scandals involving fake reviews, review verification systems offer a solution to reassure Internet users. However, their effectiveness raises questions. Based on the Elaboration Likelihood Model and signaling theory, this research examines the moderating effect of review verification on the relationship between review valence and customers’ behavioral intentions toward brands. With data from 9,219 online reviews and two survey–based designs, the authors highlight the existence of a “dark side” of verification systems. Results specifically reveal that perceived manipulative intentions of firms lead to weaker perceived credibility of reviews when they include verification badges and, consequently, diminish the effect of review valence on customers’ behavioral intentions toward brands.
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