This biblical text from Luke 6:29 speaks to the idea of non-retaliation and forgiveness in a time when respect, kindness, and humility were essential values. By offering those who wrong us our cheek, cloak, or robe we are demonstrating an act of kindness that transcends any perceived transgression. This text can be seen as promoting peaceful solutions to conflicts by suggesting that individuals willing to extend grace will be rewarded with good fortune. Furthermore, it is also a reminder that no one person is above another and that all people are deserving of compassion regardless of their actions.
The philosophy behind this text suggests an enlightened way of understanding how to handle situations where we may feel slighted or wronged; instead of seeking revenge or engaging in retaliatory behavior, the passage recommends taking a path towards healing and understanding. In other words, it encourages us to practice selflessness and unselfishness rather than selfishness – traits which have been highlighted time and time again throughout history as essential for leading meaningful lives. As philosopher Albert Camus stated “Real generosity toward the future lies in giving all to the present” (Camus). This quote serves as an important reminder about the power of living in the moment and using our current circumstances as opportunities for growth rather than stagnation or retaliation.
By following this advice given by Jesus Christ we can find ourselves on paths leading more positively through life while avoiding potential harm caused by retaliatory actions against those who may have wronged us in some manner. We can learn from this biblical passage how valuable it is to forgive others while simultaneously extending kindness towards them even though they might not deserve such treatment according their own standards—the true test being whether or not we would offer them similar courtesy if reversed roles were applied (Matthew 7:12). Allowing ourselves greater empathy over judgement makes possible a stronger recognition of balance between justice and mercy within our communities which ultimately serves everyone better in achieving happiness for both giver and receiver alike (Laure 1).
action that confirms that they had bought the product in question. Along with that, this online platform facilitates both good and bad reviews to be shared directly under the product. This ensured a customer the ease of online shopping without having to go through much trouble of finding relevant reviews. Initially, marketing experts were sceptical of Amazon’s strategy, but Amazon was steadfast on their decision stating they wanted to share the truth with their customers (Sprague, 2019).
Customer reviews are often known to have a direct connection with the rise in sales. Building online trust is a hurdle faced by the vast majority of online sellers, especially for those who are newly established or do not enjoy a brand reputation (Pengnate & Sarathy, 2017). Thus, sellers are tempted to incentivise potential customers or pay for positive reviews on their product, and this gives rise to the problem of fake reviews. Being the most comprehensive e-commerce site, Amazon too has to face the issue of fake reviews. Even after restricting the reviews to ‘verified purchasers’, the sellers on the platform kept purchasing fraudulent reviews.
Most of these sellers reach out to reviewers through groups on social networks and messaging apps and ask to give feedback in exchange for money or other compensation. The reviewers either receive a reimbursement for the cost of buying the products, an Amazon gift card or they resell the items on other websites such as eBay. This practice boosts the ranking of the products and goes on to mislead customers.
Although Amazon has been consistent in keeping a check on the reviews on its site, the current pandemic has created an added load. With customers resorting to e-commerce platforms like Amazon in this situation, sellers are falling back on to like fake reviews in order to alleviate their sales. Recently, Amazon deleted thousands of fake reviews after an investigation that showed that fake reviewers were regularly commenting on Chinese products to increase their customer rating as well as the merchants (Lee, 2020) (Kakrania, 2020).
REVIEW OF LITERATURE
Electronic word of mouth (eWOM)
Due to the lack of tangible experience, online users quite often use customer review to infer the likely quality of the brand and develop an accordant leaning toward it (Utz, Kerkhof & van den Bos, 2012). Litvin et al. (2008) describes electronic word of mouth as all informal communication that takes place over the Internet between consumers, related to the use or features of goods or services or the sellers. The benefit that comes with this medium is that it is accessible by all consumers who make use of the online platforms to share their opinions and reviews with others (Huete-Alcocer, 2017). In eWOM, consumers report their experience with a product or service or a seller. The length of the review depends on the consumer. Most of the time, consumers leave an overall rating of the product (e.g. 1–5 stars). However, some people share their complete experience in descriptive text. A positive review usually stresses not only on the quality of the product but also its design, the seller’s accountability, the ease of understandability of the instruction manual,
