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Authors
Advisor(s)
Abstract(s)
Atualmente, as plataformas de web user reviews assumem um papel central no
processo de escolha de um restaurante, apresentando-se assim, como fontes influentes no
setor da restauração.
Nesta sequência, dado o seu poder em influenciar a decisão do consumidor, esta
forma de partilha de opinião levou ao surgimento de um fenómeno relacionado com a
manipulação de conteúdo, as fake web user reviews. Estas, ao procurarem manipular a
realidade, divulgando opiniões que não refletem a opinião genuína de um consumidor
nem se baseiam em experiências reais, vão totalmente contra os valores de autenticidade
e legitimidade das web user reviews.
Tendo em consideração que o ambiente online está rodeado de consumidores
atentos e informados, torna-se claro que esta manipulação passará não só a ser de
conhecimento geral, como irá influenciar pela negativa as plataformas existentes para o
efeito e os estabelecimentos de restauração que estão presentes nestas plataformas.
Esta investigação foi desenvolvida com base nesta problemática e com o intuito
de compreender o impacto das fake web user reviews na relação dos consumidores com
as plataformas de web user reviews e com os restaurantes. Foi, portanto, produzida uma
investigação qualitativa que procurou compreender em profundidade e alargar domínio
teórico relacionado com esta problemática, permitindo concluir que as fake web user
reviews influenciam pela negativa a confiança e a atitude em relação às plataformas de
web user reviews e em relação aos restaurantes que estão presentes nestas, impactando
assim, a relação entre os consumidores para com as plataformas e restaurantes pela
negativa.
Além de dar a conhecer as consequências negativas desta tendência, esta
investigação acrescenta novos conhecimentos acerca do perfil do atual utilizador de web
user reviews em restauração. Consumidor este, que criou as suas defesas e instrumentos
para lidar com os problemas de autenticidade surgidos no mundo das web user reviews.
ABSTRACT: Currently, platforms of web users review are a key factor in the process of choosing a restaurant, being therefore extremely influential in the restaurant industry. Because of this, given their power and influence over the consumer’s decision, this method of opinion sharing led to the start of a phenomenon regarding the manipulation of content, namely the fake web user reviews. These look to manipulate reality by divulging opinions that don’t reflect a consumer’s real opinion, nor are they based on genuine experiences, and go completely against the authenticity and the legitimacy of web user reviews. Considering that the online environment is full of informed and attentive consumers this manipulation will soon become general knowledge, that will negatively influence the existing platforms and the restaurants present in them. This investigation was developed based on this issue and to understand the impact of fake web user reviews on consumers’ relationship with the user reviews’ web platforms and with restaurants. Therefore, a qualitative investigation was undertaken that sought to understand in-depth and broaden the theory domain regarding this issue, allowing the conclusion that fake web user reviews negatively influence trust and attitude towards restaurant's platforms of web user reviews, thus impacting the relationship between consumers with platforms and restaurants. Furthermore, this research adds new knowledge about the profile of the current user of web reviews on restaurants. A consumer, who created defenses and instruments to deal with the authenticity issues that arise in web user reviews.
ABSTRACT: Currently, platforms of web users review are a key factor in the process of choosing a restaurant, being therefore extremely influential in the restaurant industry. Because of this, given their power and influence over the consumer’s decision, this method of opinion sharing led to the start of a phenomenon regarding the manipulation of content, namely the fake web user reviews. These look to manipulate reality by divulging opinions that don’t reflect a consumer’s real opinion, nor are they based on genuine experiences, and go completely against the authenticity and the legitimacy of web user reviews. Considering that the online environment is full of informed and attentive consumers this manipulation will soon become general knowledge, that will negatively influence the existing platforms and the restaurants present in them. This investigation was developed based on this issue and to understand the impact of fake web user reviews on consumers’ relationship with the user reviews’ web platforms and with restaurants. Therefore, a qualitative investigation was undertaken that sought to understand in-depth and broaden the theory domain regarding this issue, allowing the conclusion that fake web user reviews negatively influence trust and attitude towards restaurant's platforms of web user reviews, thus impacting the relationship between consumers with platforms and restaurants. Furthermore, this research adds new knowledge about the profile of the current user of web reviews on restaurants. A consumer, who created defenses and instruments to deal with the authenticity issues that arise in web user reviews.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Plataformas online Restaurantes Confiança e atitude Web User Reviews Fake Web User Reviews Online platforms Restaurants Trust and attitude
Citation
Domanska, V. (2021). Impacto das fake web user reviews no setor da restauração. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13900
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social