Honest and Unbiased. The Helpfulness of Vine and Incentivized Reviews on Amazon

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The study investigates how incentivization-based reviews affect reader perceptions and potential biases. By examining the metric of review helpfulness—measured as the percentage of helpful votes—the research considers various independent and confounding variables. Additionally, it explores how the type of product influences these dynamics, aiming to provide insights into the credibility of reviews in the context of both offline and online marketing.