The Impact of Fake Online Restaurant Reviews on Customers and the Fast-Food Industry in Egypt

Abstract

In today’s digital age, online reviews significantly influence customer behaviour, often outweighing traditional promotional methods. However, the growing presence of fake reviews raises serious concerns. The purpose of this study is to investigate the impact of fake online restaurant reviews on customer behaviour in the fast-food industry in Egypt. Utilising a quantitative approach, data was collected through a survey from a random sample of customers with experience in Egyptian fast-food restaurants. The data was analysed using SPSS 26.0. Findings revealed that fake reviews significantly affected customer trust, brand reputation, and purchasing decisions. These insights are crucial for policymakers, restaurant managers, and researchers, as they highlight the broader implications of misinformation in the digital marketplace. Furthermore, the study provides a foundational framework for future research to explore the relationships among trust, reputation, and decision-making in the restaurant industry context.