We adopt a semi-grounded theory approach to investigate the impact of different review manipulation tactics. Shoppers take a negative view toward seller manipulations, but the degree of negativity varies across different tactics. Moreover, different manipulations tactics vary in the ease of detection, perceived unethicality, and the effect on consumer perceptions.

• Chunyu Li(Lingnan University, Hong Kong, China)
• Ling Peng(Lingnan University, Hong Kong, China)
• Geng Cui(Lingnan University, Hong Kong, China)