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Posted on 5 January 2023 As part of the study, participants were asked to write fake hotel reviews The study, led by the University of York, found individuals to be quite competent in writing compelling fake reviews in unpredictable ways, but it caused a moral dilemma for some. The researchers say the findings of the study could be used by websites to put in place better systems to detect fake reviews, which could appeal to the contributor's moral obligation to be truthful. As part of the study, 50 people were asked to write fake hotel reviews in either positive, negative or neutral tones, with negative postings being the most problematic. Fake reviews are estimated to range between 16% and 40% of all reviews posted. This suggests that there must be a sufficiently large group of lay internet users who-for reasons that could range from malicious to benign-are devoted to writing reviews based on imagination rather than genuine post-purchase experiences. This behaviour of writing fake reviews has, however, hardly come in the research spotlight. The study revealed that to further maintain a psychological distance between themselves and their readers, fake review writers either avoided personal pronouns such as "I" or used collective pronouns such as "we." Sharing the accountability of faking with imaginary others was used as a coping strategy against their guilty consciousness, the authors concluded. Dr Snehasish Banerjee, Associate Professor in Marketing at the University of York's School for Business and Society, said: "There has been a lot of buzz around the use of AI to detect fake reviews but they have not proven to be overly effective in practice. This could be due to the non-formulaic rhetoric that writers commonly adopt. Intriguingly, one of our participants affirm, "If I were to read my [fake] review, I would have believed [it]." faux saint laurent bag

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