Trojan Horses in Amazon's Castle: Understanding the Incentivized Online Reviews
During the past few years, sellers have increasingly offered discounted or free products to selected reviewers of e-commerce platforms in exchange for their reviews. Such incentivized (and often very positive) reviews can improve the rating of a product which in turn sways other users' opinions about the product. Despite their importance, the prevalence, characteristics, and the influence of incentivized reviews in a major e-commerce platform have not been systematically and quantitatively studied. This paper examines the problem of detecting and characterizing incentivized reviews in two primary categories of Amazon products. We describe a new method to identify Explicitly Incentivized Reviews (EIRs) and then collect a few datasets to capture an extensive collection of EIRs along with their associated products and reviewers. We show that the key features of EIRs and normal reviews exhibit different …
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