利用社交媒体购买虚假评论

IF 11.1 3区计算机科学 Q1 COMPUTER SCIENCE, HARDWARE & ARCHITECTURE

Communications of the ACM Pub Date : 2023-09-22 DOI:10.1145/3615428

Sherry He, Brett Hollenbeck, Davide Proserpio

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引用次数: 0

摘要

我们研究了亚马逊网站上的虚假产品评论市场。评论是在Facebook和其他网站上的大型私人群组中购买的。我们手动收集这些市场的数据，然后收集这些产品在亚马逊上的评级和评论，以及它们的销售排名、广告和定价政策的数据。我们发现大量产品购买虚假评论，包括有很多评论和高平均评分的产品。在Facebook上购买虚假评论与平均评价和评论数量的短期显著增长有关。我们利用亚马逊的一次急剧但暂时的政策转变来证明，评级操纵对销售有很大的因果影响。最后，我们研究了评级操纵是否会伤害消费者，或者它主要是由高质量的广告或新产品试图解决冷启动问题的方式使用。我们发现，在公司停止购买虚假评论后，他们的平均评级下降，一星评论的份额显著增加，特别是对于年轻的产品，这表明评级操纵主要是由低质量的产品使用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Leveraging Social Media to Buy Fake Reviews

We study the market for fake product reviews on Amazon.com. Reviews are purchased in large private groups on Facebook and other sites. We hand collect data on these markets and then collect a panel of data on these products' ratings and reviews on Amazon, as well as their sales rank, advertising, and pricing policies. We find that a wide array of products purchase fake reviews, including products with many reviews and high average ratings. Buying fake reviews on Facebook is associated with a significant but short-term increase in average rating and number of reviews. We exploit a sharp but temporary policy shift by Amazon to show that rating manipulation has a large causal effect on sales. Finally, we examine whether rating manipulation harms consumers or whether it is mainly used by high-quality in a manner like advertising or by new products trying to solve the cold-start problem. We find that after firms stop buying fake reviews, their average ratings fall and the share of one-star reviews increases significantly, particularly for young products, indicating rating manipulation is mostly used by low-quality products.

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来源期刊

Communications of the ACM 工程技术-计算机：理论方法

CiteScore

16.10

自引率

0.40%

发文量

276

审稿时长

6-12 weeks

期刊介绍： Communications of the ACM is the leading print and online publication for the computing and information technology fields. Read by computing''s leading professionals worldwide, Communications is recognized as the most trusted and knowledgeable source of industry information for today’s computing professional. Following the traditions of the Communications print magazine, which each month brings its readership of over 100,000 ACM members in-depth coverage of emerging areas of computer science, new trends in information technology, and practical applications, the Communications website brings topical and informative news and material to computing professionals each business day. ACM''s membership includes the IT industry''s most respected leaders and decision makers. Industry leaders have for more than 50 years used the monthly Communications of the ACM magazine as a platform to present and debate various technology implications, public policies, engineering challenges, and market trends. The Communications website continues that practice.