Creating And Detecting Fake Reviews Of Online Products - IDEAS/RePEc
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Advanced search Salminen, Joni & Kandpal, Chandrashekhar & Kamel, Ahmed Mohamed & Jung, Soon-gyo & Jansen, Bernard J., 2022. "Creating and detecting fake reviews of online products," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C). Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003374 DOI: 10.1016/j.jretconser.2021.102771 as HTML HTML with abstract plain text plain text with abstract BibTeX RIS (EndNote, RefMan, ProCite) ReDIF JSON
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Customers increasingly rely on reviews for product information. However, the usefulness of online reviews is impeded by fake reviews that give an untruthful picture of product quality. Therefore, detection of fake reviews is needed. Unfortunately, so far, automatic detection has only had partial success in this challenging task. In this research, we address the creation and detection of fake reviews. First, we experiment with two language models, ULMFiT and GPT-2, to generate fake product reviews based on an Amazon e-commerce dataset. Using the better model, GPT-2, we create a dataset for a classification task of fake review detection. We show that a machine classifier can accomplish this goal near-perfectly, whereas human raters exhibit significantly lower accuracy and agreement than the tested algorithms. The model was also effective on detected human generated fake reviews. The results imply that, while fake review detection is challenging for humans, “machines can fight machines†in the task of detecting fake reviews. Our findings have implications for consumer protection, defense of firms from unfair competition, and responsibility of review platforms.Suggested Citation
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File URL: http://www.sciencedirect.com/science/article/pii/S0969698921003374Download Restriction: Full text for ScienceDirect subscribers only File URL: https://libkey.io/10.1016/j.jretconser.2021.102771?utm_source=ideas LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item --->Từ khóa » Bj Y Chita
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