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Keywords: Prominent motives
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (3): 397–413.
Published: 02 September 2025
..., 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...
