The right online review can win over a new customer or convince them to take their business elsewhere, but not every review is an honest product or service assessment. Bad actors looking to boost their sales have paid for fake reviews or posted the reviews themselves. A team of researchers, including from Penn State’s Smeal College of Business, identified five practices that online review sites like Yelp and Tripadvisor can implement to fight fake reviews and build consumer trust.
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Source: Phys.org