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To bridge the knowledge gap relating to consumers' efforts to distinguish fake from authentic online reviews, this study explores the impact of different forms of address for P2P accommodation hosts (formal address vs. nickname) on consumers' perceptions of review authenticity. Through three experiments, the results revealed that using a host's nickname acted as a noteworthy social cue, notably enhancing consumers' perceptions of authenticity, confirming the mediating role of inferred relationship closeness. This study offers a fresh perspective on online review authenticity literature and reveals a new research direction for tourism and hospitality, i.e. the novel concept of "inferred relationship closeness."
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Fang et al. (2024) studied this question.
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