The Social TV Phenomenon and Fake Online Restaurant Reviews
Purpose – The social TV phenomenon has raised the interest of some researchers in studying the production of online reviews. However, little is known about the characteristics of reviewers that, without having had indeed a real experience of consumption, still dare to assess the service. The purp...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of tourism and hospitality management
2021-05-01
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| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol27no1/2_Cruz_Silva_Ross.pdf |
| Summary: | Purpose – The social TV phenomenon has raised the interest of some researchers in
studying the production of online reviews. However, little is known about the
characteristics of reviewers that, without having had indeed a real experience of
consumption, still dare to assess the service. The purpose of this research is to
understand these reviewers better, using an experiment conducted in Brazil.
Design/methodology/approach – Through a cluster analysis with 2547 reviewers of 7
restaurants that participated in a reality show in Brazil, we were able to create 4 fours.
Using Spearman Correlation and Kruskal-Wallis Test, differences among groups were analysed
in the search of behavioural changes among different types of reviewers.
Findings – We conclude that social TV influence fake online reviews of restaurants that
were involved in a tv show. Furthermore, we were able to verify that some reviewers indeed
assess the service without indeed having tried the service, which strongly bias the
influence they are going to cause in potential consumers. Four types of reviewers were
identified: the real expert, the amateur reviewer, the speculator and the pseudo expert.
The 2 latter types are analyzed through the anthropologic lens of the popular Brazilian
culture and the TV influence in that country.
Research limitations/implications – we were able to understand how TV can influence the
construction of fake online reviews for restaurants.
Practical implications – It is important for the restaurant and hospitality industry in
general, to be able to be attentive to the phenomenon of fake reviews that can totally
biased the advantages of this assessment system that was created to produce trust among
consumers, but that can act exactly the other way around.
Originality/value – This study highlights the relevance of taking into account cultural
background of the country where the restaurant is located, as well as emphasizing the
relevance of conducting a previous analysis of the decision of embarking on a reality show
that it has high chances to biasedly influence consumers’ decisions. |
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| ISSN: | 1330-7533 1847-3377 |