Fake or credible? Antecedents and consequences of perceived credibility in exaggerated online reviews

Abstract

This research examined several antecedents (consumers’ brand identification and skepticism) and consequences (brand reputation, purchase intentions and trust of the review site) of perceived credibility of exaggerated positive online consumer reviews. Results from a sample of 1,201 consumers showed that these reviews can be perceived as authentic (for consumers with strong connections with the brand) but many consumers will be more skeptical. Consumers’ perceptions of the reviews’ credibility affected their thoughts about the brand’s reputa-tion, their purchase intentions, and their perceptions about whether the review site itself is trustworthy. This research also evidenced that these relationships are especially challenging to navigate for search versus expe-rience products. Finally, mediation paths demonstrated the processes of how consumer characteristics and their beliefs about the credibility of the online reviews affect the brand reputation, purchase intentions, and trust toward the review site. Implications for theory and practice are discussed.