Auditing Fake Reviews and Their Psychological Impact on Hotel Booking Decisions in Pakistan

Abstract

In digital hospitality markets, online reviews serve as critical trust signals that shape consumer booking decisions. However, the increasing prevalence of manipulated reviews—ranging from incentivized endorsements to algorithmically amplified content—raises concerns about authenticity and consumer vulnerability. This study investigates the psychological impact of review manipulation on hotel booking intention in Pakistan, a context marked by rapid digital adoption and limited regulatory oversight. Combining algorithmic audit with experimental design, we first identify linguistic and temporal patterns indicative of promotional review activity across major booking platforms. We then examine how manipulated reviews influence consumer behavior, focusing on the mediating role of perceived authenticity. Results reveal that exposure to manipulated reviews significantly reduces perceived authenticity, which in turn lowers booking intention. These findings underscore the importance of authenticity as a psychological mechanism in digital trust formation. By integrating behavioral experimentation with audit-driven manipulation cues, the study offers a novel framework for understanding consumer responses to review credibility. Practical implications include the need for platform-level transparency interventions and authenticity-enhancing design features. The research contributes to ethical digital marketing scholarship by highlighting the consequences of review manipulation and advocating for trust-preserving practices in emerging hospitality ecosystems.