Getting to the Bottom of Fake Reviews
Everyone is familiar with the rampant nature of ‘fake reviews’ on ecommerce sites. Fake reviewers aren’t hard to find either.
UCLA Anderson’s Sherry He and Brett Hollenbeck and USC’s Davide Proserpio, with the help of a team of UCLA undergrads, set out to find out more about this situation. They collected data on hundreds of product sellers buying fake reviews from the internet and then tracked what happened to ratings and sales of the products they promoted.
They found that an estimated 4.5 million products had purchased reviews in the past year. More than 80% of those product sellers are from China.
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