<p>Generative Artificial Intelligence is reshaping the platform economy by transforming the dynamics of consumer interaction and electronic Word-of-Mouth (eWOM) communication. In particular, eWOM significantly influences consumer purchasing decisions through online product reviews. While previous research has examined the impact of online review fraud on consumer behavior, less attention has been given to how motivations and emotions interact to shape consumer engagement. This study introduces a new framework that integrates motivations and emotions to provide a deeper understanding of consumer engagement in eWOM communication. We test this framework using fuzzy-set qualitative comparative analysis (fsQCA), which helps identify multiple pathways to engagement. Our findings show that positive emotional experiences significantly boost consumer engagement, while fostering authenticity and reciprocity in interactions is crucial for managing online review fraud. These insights offer practical strategies for businesses to enhance their eWOM efforts, emphasizing the importance of emotional connection and genuine consumer relationships in sustaining engagement despite fraudulent reviews. Overall, this study underscores the complexities of consumer engagement in eWOM and provides actionable recommendations for firms to foster authentic communication, even in the presence of deceptive reviews.</p>