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Technological advances and shifts in consumer preference continue to further the critical roles that digital platforms and online word-of-mouth play in organizational success. Within this context, a key concern is the growing proliferation of fake online reviews, which mislead consumers and damage businesses' reputations, resulting in additional platform maintenance expenditures to curb this problem. This article demonstrates that a successful avenue to turn these expenses into effective investments is to embrace a culture of transparency by effectively communicating the platforms' actions online. To this end, we first provide evidence of the danger posed by fake reviews. Using data from Amazon.com and ReviewMeta, we show that reviews suspected as fake and deleted by Amazon's algorithms are, counterintuitively, more likely to be perceived as helpful by consumers. In addition, two experiments reveal that including subtle messages into the review section of an online retailing website, messages that communicate a company's efforts to remove fake reviews, can successfully improve both perceptions of consumer helpfulness and purchase intention. Finally, a four-stage framework, VIEW-verify, inform, explore, and watch-provides a roadmap for managers of online review platforms to combat the problem of fake reviews.

Naming a product's scent is a key decision. The same scent can be interpreted differently when different names are assigned to it. Thus, choosing the right scent name can increase competitiveness by successfully appealing to desired consumer segments. We propose that such decisions should be data driven (i.e., on the basis of competitors' offerings and consumers' preferences) and provide guidelines on how to assign scent names to products in home care and personal care product categories, focusing on capturing market segments. Based on a large web-based dataset of scented products across multiple brands and categories, this article is the first to construct a typology of scent names empirically: unscented, concrete, abstract, and proprietary. After examining firms' assortments of scented products with different names across 12 categories and comparing them with consumers' preferences concerning such assortments, we identify major gaps. Overall, consumers demand far more unscented products and products with abstract names than currently offered; however, preferences for products with proprietary names are mostly aligned. Strategic recommendations center on naming scented products to better align supply and demand in the scented product market and capture new market opportunities.