Exaggerated statements in online consumer reviews: causes and implications

This study investigates the factors that contribute to the creation of inflated consumer testimonials. Quantitative data were gathered from four-hundred forty (440) respondents who shared their service experiences through popular social media platforms. A covariance-based structural equations model approach has been used to analyze the data. The results suggest that psychological and emotional factors including the consumers’ self-image, self-enhancement as well as their motivations for retribution against service providers, were having a significant effect on the development of amplified review content.