When review verification does more harm than good: How certified reviews determine customer–brand relationship quality

• Published in: Journal of business research Vol. 160; p. 113756
• Main Authors: Mardumyan, Anna, Siret, Iris
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.05.2023
• Subjects: Certified review; Fake reviews; Online review; Review valence; Review verification; Review verification; Fake reviews; Review valence; Certified review; Online review
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2023.113756

•Consumers perceive verification badges as signals of manipulation that work against brands.•Review badges amplify the negative effect of perceived manipulative intents on review credibility, and therefore lead to lower behavioral intentions.•Review certifications are ineffective or even counterproductive in building credibility and customer relationship.•A certified positive review is less helpful to a brand than a non-certified positive review.•Customer review valence positively influences positive word of mouth and loyalty intentions via credibility. Faced with the mistrust of consumers toward customer reviews due to the multiplication of scandals involving fake reviews, review verification systems offer a solution to reassure Internet users. However, their effectiveness raises questions. Based on the Elaboration Likelihood Model and signaling theory, this research examines the moderating effect of review verification on the relationship between review valence and customers’ behavioral intentions toward brands. With data from 9,219 online reviews and two survey–based designs, the authors highlight the existence of a “dark side” of verification systems. Results specifically reveal that perceived manipulative intentions of firms lead to weaker perceived credibility of reviews when they include verification badges and, consequently, diminish the effect of review valence on customers’ behavioral intentions toward brands.