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"Fake Reviews" im Zeitalter der digitalen Weiterempfehlung: Herausforderungen von gefälschten Online-Bewertungen für Unternehmen und potenzielle Lösungsansätze

Author

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  • Peuser, Martina

Abstract

Empfehlungen von Freunden und Bekannten spielen im Marketing seit jeher eine große Rolle. Durch die zunehmende Digitalisierung und das Web 2.0 hat das sogenannte Word of Mouth jedoch eine neue Dimension bekommen. Bewertungen im Internet sind für jeden schnell zugänglich und werden für oder gegen eine Kaufentscheidung herangezogen. Mit zunehmender Verbreitung wächst jedoch auch die Problematik von gefälschten Bewertungen, sogenannten "Fake Reviews". Vorliegender Beitrag beschäftigt sich mit der Problematik von Fake Reviews und konzipiert mögliche Lösungsansätze für Unternehmen. Hierzu werden Grundlagen und Wirkungsweisen gefälschter Bewertungen im Internet erörtert, um anschließend Implikationen zum Umgang mit Fake Reviews aufzuzeigen.

Suggested Citation

  • Peuser, Martina, 2018. ""Fake Reviews" im Zeitalter der digitalen Weiterempfehlung: Herausforderungen von gefälschten Online-Bewertungen für Unternehmen und potenzielle Lösungsansätze," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 3(01/2018), pages 70-79.
    • Handle: RePEc:zbw:afmpwm:261131
    DOI: 10.15459/95451.20
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    References listed on IDEAS

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    1. Amy Van Looy, 2016. "Social Media Management," Springer Texts in Business and Economics, Springer, number 978-3-319-21990-5, August.
    2. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
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