| | 講 題 | The dark side of social networking sites: Interpretation the fake online reviews of network hatchet man through netnography analysis | | | 講 者 | 亞東技術學院(行銷系) 王弈升, 賴怡君 | | | 日 期 | 2019/09/26 | 長 度 | 00:10:36 | 人 氣 | 72 次 | | | This study not only provided new insights, but also filled the various gaps in the existing literature on this relatively unexplored topic. This study aimed to investigate the characteristics of the fake online reviews of network hatchet man (NHM) and the associated manipulation and operational tactics, as well as to establish insights regarding the manipulation tactics of NHMs in online forums. This study uses netnography, online interviews and the physical travel of researchers to the field for field participation and observations. The findings of the study can be classified into a three-stage situational context approach, which is presented in the form of propositions. There are two contributions from this study. First, a third stage was developed through the emergent design approach to increase the efficacy of offline and online interviews and observations. Second, the results of this study were utilized to establish insights regarding the operation patterns of NHMs in online forums. The theoretical model developed in this study can be used to provide useful explanations for the various manipulation tactics used by NHMs to create fake online reviews.
| | | 提 供 | TANET台灣網際網路研討會-TANET2019 | | |
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