Ranking of motives for posting fake reviews

Abstract

Purpose Prior research has investigated the motivations behind posting fake reviews however, a ranking mechanism is required to determine the prominence of these motives. This paper aims to address this gap by identifying and ranking key motives, offering new insights and recommendations. Design/methodology/approach Grounded in self-determination theory, this study combined qualitative thematic analysis with quantitative ranking of motives. Data were collected from eight Facebook review groups, each exceeding 1,000 members, targeting Indian respondents who admitted to posting fake reviews. A semi-structured questionnaire gathered responses from 44 participants. NVivo was used for thematic analysis, followed by quantitative ranking of identified motives. Findings The analysis identified three prominent motives namely “Prosocial,” “Product as a Reward” and “Monetary Reward” from a total of 12 motives explored through thematic analysis. In addition, the study introduces two previously unexplored motives “Fear” and “Ranting” enhancing the understanding of fake review behavior. The findings reveal how different motivations influence fake review engagement, offering insights for consumer research and helping policymakers and platforms ensure review authenticity. Practical implications By prioritizing the most prominent motives, this research enables businesses and policymakers to develop targeted strategies for detecting and mitigating fake reviews. Understanding these motives allows for more effective resource allocation in combating deceptive online practices. Originality/value This study advances the existing literature by not only identifying new motives but also ranking them based on their prominence, moving beyond traditional discussions centered on financial incentives or promotional benefits.