From choosing the best hotels and restaurants in town to consulting the right doctors, most people rely on online reviews. In fact, we rely on online reviews so much that a single bad review can completely ruin the online reputation of a company. A 2018 study suggests that 91% of people trust online reviews as much as personal recommendations—as long as the reviews are authentic. But about 20% of reviews are fake. So can you really trust online reviews?
4 most common types of review manipulation:
- Companies use fake reviews to damage rivals
- Consumers use reviews to get discounts
- Many companies have in-house reviewers
- Internet trolls defame brands for fun