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Introduction

In today’s digital age, online reviews have become a crucial aspect of consumer decision-making. Consumers often rely on online reviews to inform their purchasing decisions, with many studies showing that a large percentage of consumers trust online reviews as much as personal recommendations. However, the credibility of online reviews has come into question due to the prevalence of review manipulation. Businesses and individuals have been known to engage in tactics to artificially inflate positive reviews or diminish negative ones, thus distorting the authenticity and reliability of online reviews.

The impact of online review manipulation on brand reputation and trust is a topic of growing concern for both researchers and practitioners in the fields of marketing and consumer behavior. This phenomenon can have significant implications for businesses, as it can potentially harm their reputation and erode consumer trust. Therefore, it is essential to understand the mechanisms of online review manipulation and its implications for brand reputation and trust.

This thesis aims to explore the impact of online review manipulation on brand reputation and trust. Specifically, the study will examine the various tactics used to manipulate online reviews, the effects of review manipulation on consumer perceptions of brands, and strategies that businesses can employ to mitigate the negative consequences of review manipulation. By gaining a deeper understanding of these issues, businesses can better protect their brand reputation and build trust with consumers in an increasingly competitive online marketplace.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 Definition of online review manipulation
2.2 Theoretical framework of online review manipulation
2.3 Impact of online review manipulation on brand reputation
2.4 Trust in online reviews
2.5 Strategies to detect online review manipulation
2.6 Ethical considerations of online review manipulation
2.7 Consumer behavior and online reviews
2.8 The role of social media in online review manipulation
2.9 Legal implications of online review manipulation
2.10 Case studies of online review manipulation

Chapter 3: Research Methodology
3.1 Research design
3.2 Sampling method
3.3 Data collection techniques
3.4 Data analysis procedures
3.5 Ethical considerations
3.6 Reliability and validity
3.7 Research limitations
3.8 Research implications

Chapter 4: Findings
4.1 Overview of the study sample
4.2 Analysis of online review manipulation tactics
4.3 Impact of online review manipulation on brand reputation
4.4 Consumer perceptions of trust and credibility
4.5 Strategies to combat online review manipulation
4.6 Recommendations for businesses
4.7 Comparison with existing literature
4.8 Implications for future research

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Implications for practice
5.3 Contributions to theory
5.4 Recommendations for future research
5.5 Conclusion

This thesis will provide valuable insights into the impact of online review manipulation on brand reputation and trust, offering practical recommendations for businesses and policymakers to address this growing issue in the digital marketplace. By understanding the dynamics of online review manipulation and its consequences, businesses can enhance their online reputation and foster consumer trust in an increasingly competitive digital landscape.

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