PENGARUH ULASAN PALSU PADA KONSUMEN: TINJAUAN LITERATUR DAN ARAH PENELITIAN MASA DEPAN
DOI:
https://doi.org/10.52655/khg.v5i1.47Keywords:
Ulasan Palsu; Manipulasi Ulasan, Perilaku KonsumenAbstract
Studi ini mencoba membuat tinjauan literatur dari ulasan palsu sehingga diharapkan dapat menjadi arah untuk penelitian mendatang. Oleh karenanya baik pemilik bisnis maupun konsumen dapat membantu memecahkan masalah ini dengan mempelajari cara mengenali ulasan palsu dan melaporkannya dengan beberapa praktik terbaik. Akhirnya, karya ini memiliki beberapa keterbatasan. Pertama, dari sudut pandang metodologis, Kedua, tidak memasukkan karakteristik responden ketika mengevaluasi. Pekerjaan di masa depan harus mempertimbangkan apakah karakteristik responden dapat memoderasi hubungan yang diusulkan. Ketiga, bahwa komentar positif tentang produk dan layanan perusahaan dapat membawa perubahan sikap positif dalam persepsi konsumen dan umpan balik negatif dapat membawa perubahan sikap dan perilaku negatif. Mengingat bahwa valensi ulasan daring memainkan peran penting, perusahaan harus hati-hati memantau valensi ulasan, terutama untuk ulasan valensi negatif. Namun, hasilnya juga menemukan bahwa aspek kualitatif dari teks, yaitu gaya bahasa dan emosi, dapat mempengaruhi persepsi pelanggan tentang kepercayaan dan sikap selanjutnya terhadap perusahaan dan situs web. Mengingat hasil ini, sangat penting bagi pemasar dan manajemen untuk memahami pentingnya analisis teks. Ini karena analisis teks, seperti karakteristik konten ulasan, dapat memungkinkan pemasar untuk mengukur data yang tidak terstruktur
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