Impact of reviewer social interaction on online consumer review fraud detection

This study aims to determine the effect of online consumer review and viral marketing on purchasing decisions through consumer trust as an intervening variable. The population in this study is the people in Kebumen District who have made purchases at online stores via Instagram. The research sample of 100 people with a purposive sampling method. The method used in this research is quantitative method. Data analysis using path analysis with the SPSS 22 program. The results of this study indicate that online consumer review and viral marketing have a significant effect on consumer trust. Furthermore, online consumer review has no effect on purchasing decisions, while viral marketing and consumer trust have a significant effect on purchasing decisions.

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THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

Journal of Content Community and Communication ◽

10.31620/jccc.12.21/03 ◽

2021 ◽

Vol 14 (8) ◽

pp. 17-33

Author(s):

Aqilah Yaacob ◽

Jen Ling Gan ◽

Shamsuddin Yusuf

Keyword(s):

Social Media ◽

Purchase Intention ◽

Quantitative Methods ◽

Marketing Research ◽

Social Media Marketing ◽

Online Purchase ◽

Consumer Review ◽

Online Consumer ◽

Fashion Apparel ◽

Online Consumer Review

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

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On the Conditional Cueing of Credibility Heuristics

Communication Research ◽

10.1177/0093650214565915 ◽

2015 ◽

Vol 43 (5) ◽

pp. 672-693 ◽

Cited By ~ 26

Author(s):

Brandon Van Der Heide ◽

Young-shin Lim

Keyword(s):

Attitude Change ◽

Source Credibility ◽

Multiple Sources ◽

Online Platform ◽

Mediating Role ◽

Consumer Review ◽

Internet Users ◽

Online Consumer ◽

Online Consumer Review

When seeking information, Internet users often find multiple communicators co-presenting and expressing their opinions. This study examined how people judge message senders’ credibility in a multi-source environment based on system-generated cues, the consensus among multiple sources, and the effect of receiver’s familiarity with the online platform. Moreover, this research examined the mediating role of source credibility in attitude change in an online consumer-review community. Results indicated that users familiar with a platform were more likely to use system-generated cues for their judgment of credibility along with consensus heuristics, and the combination of heuristics influenced attitude through credibility. However, unfamiliar users relied on consensus heuristics but not system-generated cues. These findings and their theoretical implications are discussed.

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Analisis Online Consumer Review Terhadap Keputusan Pembelian pada E-Commerce Kecantikan

Jurnal Indonesia Sosial Teknologi ◽

10.36418/jist.v2i2.80 ◽

2021 ◽

Vol 2 (2) ◽

pp. 274-280

Author(s):

Regina Dwi Amelia ◽

Michael Michael ◽

Rachman Mulyandi

Keyword(s):

Literature Review ◽

Consumer Review ◽

Online Consumer ◽

Online Consumer Review

Meningkatnya pengguna internet di Indonesia beriringan dengan kemajuan teknologi internet, kegiatan jual beli pun mengikuti perkembangan teknologi dengan memanfaatkan kehadiran internet. Oleh karena itu, Perubahan perilaku hidup masyarakat dalam hal berbelanja yang meninggalkan cara konvensional menjadi digital kian terasa adanya. Teknik pengumpulan data yang digunakan dalam penelitian ini yaitu metode literature review dengan menggunakan data sekunder yang berasal dari peneliti terdahulu, buku terkait, serta website organisasi/perusahaan tertentu. Objek penelitian dalam penelitian ini yaitu e-commerce kecantikan. Hasil penelitian menyimpulkan bahwa variabel online consumer review (X) memiliki pengaruh terhadap keputusan pembelian (Y).

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“Worse Than What I Read?” The External Effect of Review Ratings on the Online Review Generation Process: An Empirical Analysis of Multiple Product Categories Using Amazon.com Review Data

Sustainability ◽

10.3390/su131910912 ◽

2021 ◽

Vol 13 (19) ◽

pp. 10912

Author(s):

Young Joon Park ◽

Jaewoo Joo ◽

Charin Polpanumas ◽

Yeujun Yoon

Keyword(s):

Online Reviews ◽

Online Review ◽

Generation Process ◽

Product Categories ◽

Consumer Review ◽

Online Consumer ◽

Multiple Product ◽

Online Consumer Review ◽

Fake Reviews ◽

Better Than

In this paper, we study the online consumer review generation process by analyzing 37.12 million online reviews across nineteen product categories obtained from Amazon.com. This study revealed that the discrepancy between ratings by others and consumers’ post-purchasing evaluations significantly influenced both the valence and quantity of the reviews that consumers generated. Specifically, a negative discrepancy (‘worse than what I read’) significantly accelerates consumers to write negative reviews (19/19 categories supported), while a positive discrepancy (‘better than what I read’) accelerates consumers to write positive reviews (16/19 categories supported). This implies that others’ ratings play an important role in influencing the review generation process by consumers. More interestingly, we found that this discrepancy significantly influences consumers’ neutral review generation, which is known to amplify the effect of positive or negative reviews by affecting consumers’ search behavior or the credibility of the information. However, this effect is asymmetric. While negative discrepancies lead consumers to write more neutral reviews, positive discrepancies help reduce neutral review generation. Furthermore, our findings provide important implications for marketers who tend to generate fake reviews or selectively generate reviews favorable to their products to increase sales. Doing so may backfire on firms because negative discrepancies can accelerate the generation of objective or negative reviews.

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