Chapter 6 Dealing with Fake Online Reviews in Retailing

With fake online reviews in retail and a growing phenomenon and concern among retailers, consumers and researchers alike, this chapter aims to concisely present, discuss and critically evaluate strategically important aspects of what is known about the phenomenon and its many consequences. We primarily draw upon existing academic research to inform our views and develop a synthesis of key issues. Multiple stakeholder implications for the future of retail are presented. Learning Outcomes Appreciate the scope and pervasiveness of fake reviews in retailing Recognise the causes of fake reviews in retailing Understand consumer responses to fake reviews in retail Understand how retailers can and should manage fake reviews Understand better the expected future of retail with fake reviews