Can You Identify Fake or Authentic Reviews? An fsQCA Approach.

This research identifies two types of review patterns, authentic and fake, based on configurations among reviewers and review content elements. We also explain what fake review is with IMT as theoretic background. The results, which are based on the fsQCA method, identify the combinations of configurations for authentic and fake reviews. Each pattern has unique characteristics. Authentic reviews’ patterns are explained by personality theory (i.e., five factor model). Authentic reviews represent personalities that are different, similar to individuals, while fake reviews are composed of three kinds of promotional reviews and are characterized by a reviewer’s low credibility. The fake review pattern is explained by HSM and ELM. This research confirms that different patterns seem to exist for authentic and fake reviews, although authentic reviews may be cited in reverse fake reviews via algorithms. Another finding is that the review business has expanded to the business of social networking.