WHAT MOTIVATES CONSUMERS TO PARTAKE IN CYBER SHILLING

Published on Mar 2, 2018in The Journal of Marketing Theory and Practice
· DOI :10.1080/10696679.2017.1389236
Ramendra Thakur9
Estimated H-index: 9
(University of Louisiana at Lafayette),
Dena Hale7
Estimated H-index: 7
(SEMO: Southeast Missouri State University),
John H. Summey7
Estimated H-index: 7
(SIU: Southern Illinois University Carbondale)
Sources
Abstract
The prevalence of online reviews has grown in recent years as more customer-firm interactions occur on the internet. Included in this progression is cyber shilling (users writing false reviews, either positive or negative; endorsements about products/services for profit without using or buying them; and/or users utilizing false identities to promote the products/services of a company for profit). Factors that motivate individuals to partake in cyber shilling were tested in this study using a survey of 1,752 United States (U.S.) consumers. Results indicated that: (1) perceived betrayal increased desire for revenge and reduced brand love; however, it did not lead to involvement in cyber shilling; (2) desire for revenge was negatively related to brand love; (3) both desire for revenge and brand love had an impact on cyber shilling behavior; and (4) willingness to be involved in cyber shilling increased when some sort of reward was received.
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