It’s not fake, it’s biased: insights into morality of incentivized reviewers

Purpose The purpose of this paper was to uncover morality and dynamics of community of incentivized reviewers who primarily review products on Amazon.com. and, as of late, on various social media platforms. This study is important because it uncovers unknown dynamics that shapes consumer morality and drives reviewer’s ethics. Given the fact that consumers heavily rely on reviews, findings of this paper are of great values to practitioners,...