Restaurants’ motivations to solicit fake reviews: A competition perspective

• Published in: International journal of hospitality management 2022-10, Vol.107, p.103337, Article 103337
• Main Authors: Zhang, Ziqiong, Li, Yuanshuo, Li, Hengyun, Zhang, Zili
• Format: Article
• Language: English
• Subjects: Competition; Fake reviews; Market advantage; Motivation; Online reviews
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2022.103337

As restaurants increasingly solicit fake reviews on online word-of-mouth (WOM) platforms, the authenticity and credibility of online reviews have been compromised. This study investigates restaurants’ motivations to solicit positive fake reviews from a competition perspective. Our results show that a higher number of positive fake reviews by competitors can more strongly motivate a restaurant to solicit positive fake reviews, whereas a market advantage over competitors (based on review valence) significantly reduces a restaurant’s motivation to solicit positive fake reviews. Furthermore, the extent of the above two effects is moderated by the degree of prospective popularity; no significant difference was observed between chain and independently owned restaurants. Theoretical and practical implications of these findings are also discussed. •This study investigates restaurants’ motivations to solicit positive fake reviews from a competition perspective.•Competitors’ aggressive solicitation of fake reviews can enhance a restaurant’s motivation to solicit more fake reviews.•A stronger market advantage can reduce a restaurant’s motivation to solicit positive fake reviews.•Prospective popularity can strengthen a restaurant’s motivation to solicit positive fake reviews.•No significant differences exist between chain and independent restaurants in motivations to solicit positive fake reviews.