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Keywords: Merchant rating
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Journal Articles
Journal:
Kybernetes
Kybernetes 1–18.
Published: 05 October 2026
...Ouidade Sabri; Redouane Bakrim Purpose This study examines how the linguistic subjectivity of online reviews distorts the aggregate merchant rating, the system-level trust signal on which buyers in complex digital markets increasingly rely. It asks whether subjectivity biases the rating, through...
