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METHODS AND APPROACHES ON SPAM REVIEW DETECTION FOR

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International Journal of Pure and Applied Mathematics
Volume 118 No. 22 2018, 683-690
ISSN: 1314-3395 (on-line version)
url: http://acadpubl.eu/hub
Special Issue
METHODS AND APPROACHES ON SPAM REVIEW DETECTION FOR
SENTIMENT ANALYSIS
1
Sindhu C, 2G. Vadivu, 3Anirudh Singh, 4Rahil Patel
1,3,4
Dept of Computer Science and Engineering, 2Dept of Information Technology
SRM Institute of Science and Technology
1
sindhucmaa@gmail.com
Abstract: Product reviews are an important source of
reference for individuals in making any decisions as
consumers of products and services. However, because
of competition companies and their hired groups
manipulate the system by posting fake reviews for
promoting their own products or maligning their
competitor’s products. In the recent times, opinion
spam detection has attracted significant attention from
both the commercial groups and academic circles.
However, solving the problem remains to be a
challenge because of the lack of labelled resources of
previously identified spam reviews which can be used
for supervised learning and evaluation. Recent works
by scholars have made many attempts to address this
problem from the angles of reviewer and review.
However, there has been little discussion about the
product related review features as well as the
distinctive differences between positive and deceptive
opinion spams. The intention of this paper is to discuss
the various approaches which have been used, to solve
this problem and perform a comprehensive analysis on
the subject in such a way that leads to proper
understanding of the subject with a deeper insight into
the methods involved. The survey goes through
analysing approaches like time series patterns,
statistical learning models and user behaviours
implemented by scholars.
1. Introduction
Opinion mining which also sometimes known as
sentiment analysis is used for building a system to
understand and classify different reviews and
understand the sentiment of the public, usually
pertaining to a product. Opinion mining usually
involves machine learning to mine or extract the
opinion from text.
To consult a review and making the decision
based on the contents of the review is a very common
thing. People like to read reviews and comments from
other people who have bought the product previously to
get a clearer idea about the product and buy a worthy
product that matches their needs. Therefore companies
which sell products and services try to exploit this
feature to sell more of their products by wrongly
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influencing potential buyers. Companies then in order
to write spam reviews hire spammers who will write
fake reviews and thus this is called opinion spamming.
It has become more and more common for one to read
online reviews before he/she make purchase decisions.
This gives high incentives for opinion spammers to
write fake reviews to promote or to demote some target
products or business. There are an estimated 33% fake
reviews in consumer review sites according to a study
by Mr. Bing Liu, an expert on the subject of Opinion
Mining and Fake reviews detection.
In recent trends of Online spamming of products,
the system to detect spams in review hosting sites is
becoming more vital so that customers are not wrongly
influenced. Therefore various scholars have proposed
and implemented various systems to tackle this
problem. Since when the spammers write the fake
reviews, they tend to describe a product using some
special feature words and sentimental words. It is
helpful for the fake review detection model to capture
these product related review features.
2. Related Work
Several works by research scholars has been done in
the past few years to implements learning algorithms
and implement different ways to detect and segregate
fake opinions and reviews. Opinion mining has proved
to be a subject which can be analysed through many
viewpoints. Table1shown below discusses and
compares some key points between recent work [1]
discusses about detection of fake opinions using a
learning model called Collective positive learning
model. [2] explores the issue of fake reviews in review
sequence. The paper analyzes characteristics likes
review contents, reviewer behaviours. Six features
based on the characteristics are selected to be used for
measuring the integrity of the reviews. [3] looks at the
topic of detection of fake reviews with emphasis on
social media and how groups of spammers interact with
each other on a review hosting platform. [4] uses
extensive and comprehensive factors of both of higher
order time dependent recurrences and lower order
features from a group of product hosting websites. It
analyses time dependent series to detect small impulses
International Journal of Pure and Applied Mathematics Special Issue

or changes based on which mining of context patterns
across groups of websites that can elaborate on
different scenarios. After this, scrutiny on spams,
textual and behavioural features are increased. [5]
discusses about understanding the personality for
prediction of the users’ reviews and classifying it as
fake or authentic. Key personality traits are analysed of
fake reviewers and analysis of their social media. [6]
introduces and proposes using active learning approach
over conventional machine learning ones.

Table 1. Comparative analysis of some key approaches/methods

Title Dataset Used Algorithm/Methods Used Metrics used

Multi-typed Heterogeneous Review - Fake: +ve score,

DianPing(Real World
Collective Classification, TruthFul: -ve score
[1] reviews of 500 restaurants
Collective Positive Unlabelled User - Spammer: +ve score,
in China( Shanghai))
learning, IP address analysis Non-spammer: -ve score
Supervised-based, threshold- Review frequency, Repeatability
Bing Liu review dataset
[2] based solution, Six temporal Measure, Similarity with reviews on
crawled from Amazon
features other products
Microscopic Level: Time-span spam
Temporal sentimental pattern study
[3] Yelp and foursquare
recognition Macroscopic Level: Cross-site time
series anomaly patterns
K-cores analysis, Social network K-core values, Connectivity of
[4] Mobile01.com
analysis spammers
Review deviation, Burst
Reviews extracted from the Precision, Recall, Accuracy, F-
[5] Detection, Review Content
Musical Section of Amazon Measure
Similarity
Semi-supervised with active Precision, Recall, Accuracy, F-
[6] Yelp.com dataset
learning. Measure

Different scholars implement and follow different
approaches to the subject of detection of fake opinion
spams and thus achieve different milestones.
Various types of spam
In raw terms spam means any type of message or
communication originating from either a person or an
organisation which is unsolicited or undesired. It
mainly contains unwanted advertisements or even
potentially harmful contents such as virus or malware.
A new form of spam is fake review spams
Some common types of spams are: -
1. Email Spams - It is a type of spam where
advertisements, virus and unsolicited messages are
passed through the medium of email. Most spams send
unsolicited commercial products advertisements but
some particularly harmful are which contain disguised
links that appear genuine or normal but contain
malware or links to phishing websites.
2. Advertising articles- Articles that contain
advertisements or solicitations for a particular
product/service written in the intention of promoting
the product or individual.
3. External Link Spamming: The addition of
external or outside links in a webpage to promoting
some other product is a major source of spam in recent
times.
4. Citations Spams - It involves the process of
using or making citations in the improper or
illegitimate manner is termed a as a citation spam.
These spams generally originate in the fields of
academic papers by scholars and scientists.
5. Product Review Spams- Generally companies
or individuals hire spammers to create accounts on sites
which sell the employees’ products or their
competitors’ products to promote or wrongly influence
people who are potential buyers of a certain product
and are wrongly misdirected about the products
because of the spammers who post such spam reviews.
3. Generalised Workflow Process
This paper mainly focuses on the topic of product
reviews and discusses the various methods and

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International Journal of Pure and Applied Mathematics
approaches by different scholars to solve the particular
problem in the field of workflow is discussed below
along with Fig 1which is a generalized workflow of the
complete spam detection system.
A. Data Collection
It is the first step in the system to train and create a
classifier which can predict and evaluate outcomes. It is
a very important step since the type of integrity of data
is very important for the system to learn and work
Figure 1. Generalised Workflow for a Detection System
It involves various stages: -
1. Data cleaning - The data is cleaned using
techniques like for filling in missing values, smoothing
the points of high-variability and then making it
consistent
2. Data Integration - Data is converted into a
single type and the incompatibilities are removed
3. Data Reduction - In this step the aim is to
reduce the number of representations in the dataset
C. Data Transformation
It is the method of converting the dataset into a format
that is understood or required by the classifier system to
learn and train. It contains various algorithms to
transform the data into various desired forms. Involves
two processes.
• First being the data mapping, it means
understanding and planning the path of creation of the
data into the final form.
• Second being the actual generation of the code to
transform the data in an executable system.
Two common tasks in Data Transformation are:-
• Label Encoding - It involves encoding the integer
features into labelled digits
• Vectorization - It is a form of linear
transformation that converts a matrix into a column or
one dimensional array
D. Model/Classifier System
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properly. Therefore, during the data collection process
analysis about the origin of the data and then steps to
obtain are planned out and then implemented.
B. Data Pre-processing
The second step in the process of spam detection. It
involves converting or transforming the data into an
understandable format. Meaning data is converted in
such a form that is easily understandable, complete,
error-free and consistent.
Various approaches algorithms have been devised to
approach the problem. Algorithms used in recent years
have been discussed below:-
a) Time Series patterns
A common approach to the subject matter is to
understand and analyse the patterns of the
product/services reviews from the time it was launched
or released until its decline. Analysing these temporal
patterns can be compared against natural consumer and
product cycles to determine and detect anomalies i.e.
deviation from the natural or expected results based on
past experiences or predictions. The reasons for these
anomalies can be referenced back to positive opinion
spams if the anomaly is in the positive direction or
negative on vice versa.
[2] explores the fields of temporal patterns like
the frequency of a product. It hypotheses that if the
product or service is commented on repeatedly, more
than the usual in a short burst time, it has a chance of
being attacked and could be as a key point in detection
of fake spams. [5] similarly emphasises upon burst
detection which is again the analysis of whether there
has been an unwarranted influx of reviews in a short
amount of time which was not caused by any kind of
promotion of the product etc. Reviews occurring
during such periods are more likely to be fake. [4] uses
different cross sites to detect anomalous patterns in
cross-site product reviews as well as time spans in a
single website review hosting site. On the higher level,
it uses the techniques of using cross-site irregularity
International Journal of Pure and Applied Mathematics
occurrences and it clarifies the grouping of semantically
dense expressions for the determination of various types
of cross-domain misleading activities. Such insights can
be used to concisely explain the raw data from multiple
sources about the same product or service. Time series
patterns can be further be used effectively when the
reviews are segmented into time series patterns and then
analysing only the suspicious time intervals. Which is
done by [9] effectively in conjunction with making
comprehensive use of metadata in the datasets
available. After pinpointing all the suspicious time
intervals the model then uses lots of sentimental
analysis features like context similarity, reviewer's
activeness and author's rating behaviour.
b) Learning- based approach
Previously for many years, traditional techniques
tackling NLP problems were trying to solve the
problem using SVM and regression techniques which is
fed on highly dimensional and sparsely gathered
features. Supervised machine learning creates a
‘tagged’ group of documents for any feature discovered
in the speech. These data models are then used to make
the statistical model “learn”, which then is applied to
new lexiques. If you want a better or larger dataset to
get improved results you can retrain the model as it
“learns” more about the documents it analyzes.
The approach is also known as retraining
technique that can add features when some particular
models are used and then features like ‘ratings’ or
‘likes’ are added to the algorithm during processing.
There are many different types of models used in
the subject matter of opinion spam analysis. [2] uses a
type of supervised learning models in which certain key
points are used to train the model upon the given
dataset. It trains on features and parameters like review
frequency and user behaviour as well similarity of
reviews. Previously used techniques depend on
detecting and predicting the comments or reviews
which are further divided into three groups depending
upon the required targets of spam posts, the individual
posting the spammer and groups if possible.
The important thought is being able to segregate
the spams from the reviews with the help of temporal
patterns with a primary dependence on spam contents
and the spammer with the second being a supervised
solution. [6] uses a form of semi-supervised learning
method with active learning. Existing approaches based
on supervised or semi-supervised learning do not make
use of active learning and classifiers such as the
perceptron classifier in order to assist in detecting fake
reviews.
The approach taken in this paper deals with active
learning and then putting the data through classifiers
such as linear SVM, stochastic gradient descent and the
perceptron algorithm. Initially, generic pre-processing
steps such as POS tagging, stop-word removal and
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stemming are performed to reduce the size of the
dataset and make analysis more accurate. This is
followed by active learning in which the algorithm
queries the user or supervisor for labelling new data
points.
Feature weighting is performed using a TF-IDF
vectorizer which stands for “Term frequency-inverse
document frequency” which determines the contextual
importance of a word. IDF is the frequency of a term in
every document. In recent years the area of semi-
supervised learning has really picked up due to its
ability to classify and predict unknown labels and
targets. One such popular method is PU learning
method which uses the concept of semi-supervised
learning to classify sentiment analysis. [11] uses the
concept of PU (Positive unlabeled) method to
implement a spam detection system. It takes into
account parameters and features like Sentiment
polarity, Parts of speech tags, linguistic inquiry, word
count and bigram frequency. In positive unlabeled
learning the positively labelled set is again marked a
neutral and then trained and tested again to segregate
more reviews which would have been missed in the
previous iterations. This is a common problem in
previous research works because a lot of spam reviews
go undetected and pass through into the authentic label.
The studies performed in [13] elaborates more on the
aspect of agreement and individual-related data in
helping consumers segregate suspicious spam reviews.
According to a study, a dataset of 4826 declined and
4881 accepted online posts were investigated to
understand and determine the distinctions between the
confessions of author information ranging from name,
gender as well as ultimate ratings in terms of stars. The
outcome features the importance of consensus of the
user/author in correlation to the final overall rating of
prior comments or uploads. The result corroborates the
outcomes of the first investigation from viewpoint of
the internet user. Therefore in conclusion the value of
the information in the authors’ information in detecting
spam posts is recognised.
c) Spammers behaviours
The key critical hypothesis that spammers don’t work
alone rather groups of spammers hire by a company to
influence in fake opinion spamming. Therefore a
further discussion is required to understand how some
scholars have used these properties of a spammer to
analyse and detect fake reviews. [3] elaborates upon
the topic how the review hosting site (Mobile01.com)
is used to learn and predict fake reviews based on the
social network influence. The detection is based upon
the fact and research findings of the fact that spammer
groups are more connected and active than non-
spammers in the case of review authors and groups. It
also correlates the higher connectivity in spammers is
concluded by the larger percentage of review authors
International Journal of Pure and Applied Mathematics
in groups which have large k-core values. [5] works
more on the topic of spammers’ behaviours by
analysing several key features related to the users
behaviours. Some key features discussed in were
● Review deviation: This calculates how far the
reviews from a particular user deviate from other users
for the same product. Product rating is on a scale from 1
to 5
● Burst detection: This analyses whether there has
been an unwarranted influx of reviews in a short
amount of time which was not caused by any kind of
promotion of the product etc. Reviews occurring during
such periods are more likely to be fake.
● Review Content Similarity: This analyses the
different reviews written by a particular reviewer and
checks for similarity between them. If the degree of
similarity is high, the likeliness of fake increases.
Another key feature in understanding spammer
behaviour is analysing and determining the trust
probability. Which has been discussed in [7] in length.
It discusses in details between Sybil accounts and
genuine user accounts which have been segregated
based upon some important criteria. Therefore a
Scalable system called Vote Trust has been devised to
identify and cull the Sybil accounts. It discusses in
detail over the behaviours of Sybil accounts and how
they react with genuine ones to escape detection. [12]
discusses various methods and techniques to perform
the task of sentiment analysis specifically for spam
detection. It delves into content based methods like
naive bayes but also discusses a lot about genre
identification and psycholinguistic deception. It also
focuses on text categorization as well.
i) SPEAR algorithm- Following the highly successive
approach of using Hyperlink Induced Topic Search it
uses the concept to gain a better understanding in the
topic of sentiment analysis. The algorithm basically
works in such a way that it considers only structure of
the review rather than the textual content. [10] presents
the approach to identify topic specific opinion leader
using modified SPEAR (Spamming Resistant Expertise
Analysis. The SPEAR algorithm is based on HITS
algorithm. SPEAR algorithm finds out expertise and
then does ranking for various topics based on above
assumptions it also introduces the concept of expert
based on the time factor as its discoverer vs. follower
assumption. Number of comments and number of likes
is used to determine the leader and followers.
Another case of analysing spammer behaviour is
the work [10] did in order to detect fake twitter
followers. Spam followers or deceptive are those
accounts which are used to increase the number of
followers of a persons’ or a company’s’ twitter account.
Deceptive followers are highly pernicious to the social
platform since they influence people in a wrong
direction or misinformation and impact the society.
First some of the most relevant features were reviewed.
Second, a baseline dataset is created from verified
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human and fake followers. Then, the dataset is used to
train a set of machine-learning classifiers built over the
analysed syntax and descriptors. The end outcome is a
singular classifier that is robust enough that can avoid
over fitting as well as computationally efficient due to
the analysis of computationally cheap descriptors. It is
able to predict correctly more than 95% of the accounts
from the training dataset. After which a hybrid
information based analysis is done to appraise the
sensitivity of each of the descriptors used by the
system model. The results obtained in [10] help carve a
path for this experimental technique and further
develop this novel method for detection.
D) IP Address and Source Tracking
A more modern and inclusive approach to the
problems would be to include certain parameters when
determining genuine and fake reviews which is giving
more accurate results. One of them is IP address and
source analysis. It basically means that the source of
the review or easier to comprehend would be to
analyse the IP addresses of the reviews being posted
because groups of spammers are more likely to post or
upload reviews from the same location. While also
there is an increased chance of the same user posting
multiple reviews for different product very frequently
as he would be posting a lot of fake reviews as a
spammer. Therefore working with datasets like
Amazon, Foursquare and Yelp, [8] discusses these
possibilities as well as gives some conclusive results
on applying these methods to the subject of sentiment
analysis.
e) Lexicographical Analysis
The analysis of the type of text and its influence on the
reviewers is also a parameter that is taken into
consideration. [14] analyses the reasons and the
thought process of different organizations when
considering the font to be used for the reviews that are
to be displayed on their websites.
f) Customer Emotion Analysis
Customer emotion is another parameter that is
considered. Initial reviews of a product may be good
but they might go down and eventually go below the
threshold of the baseline that they started at. This
results in the customers that are buying products during
this process to get bad products or be disappointed with
their product.
[15] appraises the trappings of un-genuine social
data on the buyer’s choice selection in relation to
crowd based funding. The observed outcomes show
unusual increases in the quantity of Facebook likes
received on a Kickstarter platform. The outcomes show
that the shelf-life of a Facebook like has a very small
International Journal of Pure and Applied Mathematics
positive effect and then a subsequent drop in the
number of patrons funding the campaign.
The online reviews literature has tended to focus
on exploring perspectives such as the recipient’s
attitude. Reviews’ message-based factors, reviews’
trustworthiness, and hotel sales. But research fails to
address the underlying processes of consumer distrust
of online hotel reviews. Based on a rich stream of
literature, [16] offers a hierarchical-influence model of
consumer distrust of online hotel reviews after a hotel
service failure. The research model considers how
consumers are influenced by two particular attributes of
reviewers, how reviewers make attributions following a
service failure, and the relational outcomes of distrust.
After applying the model to hospitality consumers in
China, [16]found that the reviewer attributes of fake
identity and ulterior motivation directly influence
distrust, which further leads to consumers’
psychological discomfort and engagement in negative
electronic word-of-mouth.
4. Discussion
Going by the works done in the previous papers, it is
clear that more and more research and technical
thinking is being applied in the field of sentiment
analysis. This could be attributed to the increasing
social interactions between people over the internet and
therefore there is more scope for people getting wrongly
influenced. To prevent that from happening the field of
text mining and in particular sentiment analysis has
grown over the past years. By analysing the works done
by research scholars the common approach towards
solving the problem is shifting more towards the
modern machine learning methods [2][6] mainly neural
networks instead of the traditional machine learning
methods not limited to statistical models and traditional
natural language processing techniques [11][13]. There
is also an increase in the number of papers which are
using the psycholinguistic behavioural patterns
[3][5][7][10][12] and social interactions over the
internet as a form of understanding sentiment analysis
in general and therefore detect how spammers react and
interact among their own clichés over review hosting
sites. This shift can be attributed to either the modern
approaches being simpler and easier to implement and
the results could be more promising.
5. Conclusion
The approaches and techniques discussed in this paper
have been consolidated together to serve as reference
point for further work and study. It discusses the
various techniques and algorithms used by scholars in
recent years. The survey mainly discusses the creation
of the model/classifier stage. In Future Work there is a
need for a dynamic system that can work on real time
data as well as become more computationally efficient
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so that it can be a feasible system to implement by
hosting sites and companies so that spam reviews are
completely removed from the system and thus give the
users, customers security from being wrongly
influenced. Current trends in the amount of research
published indicate that this is a very critical problem
that needs to be solved as soon as possible.
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