讲座题目：Movie Review Manipulation — A Study of Douban.com
主 讲 人：侯晨雪 博士
Firms motivate to manipulate reviews since online reviews have a direct influence on their product sales. However, surrounded by promotional reviews, consumers might be misled or mistrust reviews. We present a rational expectation model of review manipulation to explain the effect of review fraud in the motion picture industry. Using the data of Douban.com, we measure review fraud of movies by examining the difference in reviews between the opening week and off-theater period. We find that movies with high quality are less likely to commit review frauds. Moreover, promotional reviews do not help to improve box office performance. Finally, it is costly for the producer to post a fake review and the cost of posting a fake review depends on movie characteristics.