Manipulation of online reviews: An analysis of ratings, readability, and sentiments

As consumers become increasingly reliant on online reviews to make purchase decisions, the sales of the product becomes dependent on the word of mouth (WOM) that it generates. As a result, there can be attempts by firms to manipulate online reviews of products to increase their sales. Despite the su...

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Veröffentlicht in:	Decision Support Systems Jg. 52; H. 3; S. 674 - 684
Hauptverfasser:	Hu, Nan, Bose, Indranil, Koh, Noi Sian, Liu, Ling
Format:	Journal Article
Sprache:	Englisch
Veröffentlicht:	Amsterdam Elsevier B.V 01.02.2012 Elsevier Elsevier Sequoia S.A
Schlagworte:	Applied sciences Artificial intelligence Assessments Computer science; control theory; systems Computer systems and distributed systems. User interface Consumer behavior Consumers Data mining Data processing. List processing. Character string processing Decision support systems Exact sciences and technology Information systems. Data bases Manipulation Memory organisation. Data processing On-line systems Online Online advertising Online reviews Outdoors Ratings Readability Runs test Sales Sentiments Software Speech and sound recognition and synthesis. Linguistics Statistical methods Studies Text mining Text mining Runs test Readability Sentiments Manipulation Online reviews Ratings On line Production quality Data mining Legibility Information analysis Marketing Sales Consumer Efficiency Book Purchases Electronic trade Textual data Evaluation Statistical analysis Decision making Consumer products Social network Text Recommendation
ISSN:	0167-9236, 1873-5797
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Abstract	As consumers become increasingly reliant on online reviews to make purchase decisions, the sales of the product becomes dependent on the word of mouth (WOM) that it generates. As a result, there can be attempts by firms to manipulate online reviews of products to increase their sales. Despite the suspicion on the existence of such manipulation, the amount of such manipulation is unknown, and deciding which reviews to believe in is largely based on the reader's discretion and intuition. Therefore, the success of the manipulation of reviews by firms in generating sales of products is unknown. In this paper, we propose a simple statistical method to detect online reviews manipulation, and assess how consumers respond to products with manipulated reviews. In particular, the writing style of reviewers is examined, and the effectiveness of manipulation through ratings, sentiments, and readability is investigated. Our analysis examines textual information available in online reviews by combining sentiment mining techniques with readability assessments. We discover that around 10.3% of the products are subject to online reviews manipulation. In spite of the deliberate use of sentiments and ratings in manipulated products, consumers are only able to detect manipulation taking place through ratings, but not through sentiments. The findings from this research ensue a note of caution for all consumers that rely on online reviews of books for making purchases, and encourage them to delve deep into the book reviews without being deceived by fraudulent manipulation. ► We examine the existence of manipulation in reviews that may mislead customers. ► We assess reviews in terms of their readability. ► We examine if reviews are manipulated through ratings and sentiments. ► We observe that reviews of 10.3% of the products in the sample are manipulated. ► Consumers are able to detect manipulation of ratings but not of sentiments.
AbstractList	As consumers become increasingly reliant on online reviews to make purchase decisions, the sales of the product becomes dependent on the word of mouth (WOM) that it generates. As a result, there can be attempts by firms to manipulate online reviews of products to increase their sales. Despite the suspicion on the existence of such manipulation, the amount of such manipulation is unknown, and deciding which reviews to believe in is largely based on the reader's discretion and intuition. Therefore, the success of the manipulation of reviews by firms in generating sales of products is unknown. In this paper, we propose a simple statistical method to detect online reviews manipulation, and assess how consumers respond to products with manipulated reviews. In particular, the writing style of reviewers is examined, and the effectiveness of manipulation through ratings, sentiments, and readability is investigated. Our analysis examines textual information available in online reviews by combining sentiment mining techniques with readability assessments. We discover that around 10.3% of the products are subject to online reviews manipulation. In spite of the deliberate use of sentiments and ratings in manipulated products, consumers are only able to detect manipulation taking place through ratings, but not through sentiments. The findings from this research ensue a note of caution for all consumers that rely on online reviews of books for making purchases, and encourage them to delve deep into the book reviews without being deceived by fraudulent manipulation. ► We examine the existence of manipulation in reviews that may mislead customers. ► We assess reviews in terms of their readability. ► We examine if reviews are manipulated through ratings and sentiments. ► We observe that reviews of 10.3% of the products in the sample are manipulated. ► Consumers are able to detect manipulation of ratings but not of sentiments. As consumers become increasingly reliant on online reviews to make purchase decisions, the sales of the product becomes dependent on the word of mouth (WOM) that it generates. As a result, there can be attempts by firms to manipulate online reviews of products to increase their sales. Despite the suspicion on the existence of such manipulation, the amount of such manipulation is unknown, and deciding which reviews to believe in is largely based on the reader's discretion and intuition. Therefore, the success of the manipulation of reviews by firms in generating sales of products is unknown. In this paper, we propose a simple statistical method to detect online reviews manipulation, and assess how consumers respond to products with manipulated reviews. In particular, the writing style of reviewers is examined, and the effectiveness of manipulation through ratings, sentiments, and readability is investigated. Our analysis examines textual information available in online reviews by combining sentiment mining techniques with readability assessments. We discover that around 10.3% of the products are subject to online reviews manipulation. In spite of the deliberate use of sentiments and ratings in manipulated products, consumers are only able to detect manipulation taking place through ratings, but not through sentiments. The findings from this research ensue a note of caution for all consumers that rely on online reviews of books for making purchases, and encourage them to delve deep into the book reviews without being deceived by fraudulent manipulation. [PUBLICATION ABSTRACT] As consumers become increasingly reliant on online reviews to make purchase decisions, the sales of the product becomes dependent on the word of mouth (WOM) that it generates. As a result, there can be attempts by firms to manipulate online reviews of products to increase their sales. Despite the suspicion on the existence of such manipulation, the amount of such manipulation is unknown, and deciding which reviews to believe in is largely based on the reader's discretion and intuition. Therefore, the success of the manipulation of reviews by firms in generating sales of products is unknown. In this paper, we propose a simple statistical method to detect online reviews manipulation, and assess how consumers respond to products with manipulated reviews. In particular, the writing style of reviewers is examined, and the effectiveness of manipulation through ratings, sentiments, and readability is investigated. Our analysis examines textual information available in online reviews by combining sentiment mining techniques with readability assessments. We discover that around 10.3% of the products are subject to online reviews manipulation. In spite of the deliberate use of sentiments and ratings in manipulated products, consumers are only able to detect manipulation taking place through ratings, but not through sentiments. The findings from this research ensue a note of caution for all consumers that rely on online reviews of books for making purchases, and encourage them to delve deep into the book reviews without being deceived by fraudulent manipulation.
Author	Hu, Nan Bose, Indranil Liu, Ling Koh, Noi Sian
Author_xml	– sequence: 1 givenname: Nan surname: Hu fullname: Hu, Nan organization: University of Wisconsin–Eau Claire, United States – sequence: 2 givenname: Indranil surname: Bose fullname: Bose, Indranil email: indranil_bose@yahoo.com organization: The University of Hong Kong, Hong Kong – sequence: 3 givenname: Noi Sian surname: Koh fullname: Koh, Noi Sian organization: Singapore Management University, Singapore – sequence: 4 givenname: Ling surname: Liu fullname: Liu, Ling organization: University of Wisconsin–Eau Claire, United States
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SubjectTerms	Applied sciences Artificial intelligence Assessments Computer science; control theory; systems Computer systems and distributed systems. User interface Consumer behavior Consumers Data mining Data processing. List processing. Character string processing Decision support systems Exact sciences and technology Information systems. Data bases Manipulation Memory organisation. Data processing On-line systems Online Online advertising Online reviews Outdoors Ratings Readability Runs test Sales Sentiments Software Speech and sound recognition and synthesis. Linguistics Statistical methods Studies Text mining
Title	Manipulation of online reviews: An analysis of ratings, readability, and sentiments
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