Table 3. Conclusions and theoretical and... | Emerald Publishing

Table 3.

Conclusions and theoretical and managerial implications

Conclusions	Theoretical and managerial implications
Customers post fake reviews due to IM and EM, categorized under emotional and reciprocity themes. Fear is identified as a new EM, while ranting is a new IM	Managers can curb fake reviews by leveraging SDT insights to understand consumer motivations, including fear and ranting. Platforms should enhance consumer engagement to prevent negative emotional outbursts
Prosocial, product as a reward and monetary reward are the most prominent motives for posting fake reviews	Using ranking mechanisms to identify prominent motivations behind fake reviews, managers can focus on primary motivations to implement targeted strategies and efficient countermeasures
Enhancing AI-driven detection, educating consumers and strengthening seller accountability can reduce fake reviews, protecting consumer trust	Brands can curb fake reviews by educating consumers, enhancing transparency, using AI-driven detection, strengthening customer relationships and enforcing stricter policies with penalties to deter fake reviews and promote ethical practices

Conclusions	Theoretical and managerial implications
Customers post fake reviews due to IM and EM, categorized under emotional and reciprocity themes. Fear is identified as a new EM, while ranting is a new IM	Managers can curb fake reviews by leveraging SDT insights to understand consumer motivations, including fear and ranting. Platforms should enhance consumer engagement to prevent negative emotional outbursts
Prosocial, product as a reward and monetary reward are the most prominent motives for posting fake reviews	Using ranking mechanisms to identify prominent motivations behind fake reviews, managers can focus on primary motivations to implement targeted strategies and efficient countermeasures
Enhancing AI-driven detection, educating consumers and strengthening seller accountability can reduce fake reviews, protecting consumer trust	Brands can curb fake reviews by educating consumers, enhancing transparency, using AI-driven detection, strengthening customer relationships and enforcing stricter policies with penalties to deter fake reviews and promote ethical practices