Promotional Reviews: An Empirical Investigation of Online Review Manipulation-Reference-Cited by-同舟云学术

Promotional Reviews: An Empirical Investigation of Online Review Manipulation

Published:2014-08-01 Issue:8 Volume:104 Page:2421-2455
ISSN:0002-8282
Container-title:American Economic Review
language:en
Short-container-title:American Economic Review

Author:

Mayzlin Dina¹,Dover Yaniv²,Chevalier Judith³

Affiliation:

1. Marshall School of Business, University of Southern California, 3670 Trousdale Parkway, Los Angeles, CA 90089 (e-mail: )

2. Tuck School of Business at Dartmouth, 100 Tuck Hall, Hanover, NH 03755 (e-mail: )

3. Yale School of Management, 135 Prospect Street, New Haven, CT 06511 (e-mail: )

Abstract

Firms' incentives to manufacture biased user reviews impede review usefulness. We examine the differences in reviews for a given hotel between two sites: Expedia.com (only a customer can post a review) and TripAdvisor.com (anyone can post). We argue that the net gains from promotional reviewing are highest for independent hotels with single-unit owners and lowest for branded chain hotels with multiunit owners. We demonstrate that the hotel neighbors of hotels with a high incentive to fake have more negative reviews on TripAdvisor relative to Expedia; hotels with a high incentive to fake have more positive reviews on TripAdvisor relative to Expedia. (JEL L15, L83, M31)

Publisher

American Economic Association

Subject

Economics and Econometrics

Link

https://pubs.aeaweb.org/doi/pdf/10.1257/aer.104.8.2421

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