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Do Consumers Actually Trust Reviews?


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Most internet users say reviews are trustworthy, but also think unethical practices are frequent


Consumers don’t write online reviews to release anger. Instead, they keep it positive, according to a November 2014 study by YouGov. Among US internet users who posted online customer reviews, the top reason for doing so was to help others make better purchasing decisions, cited by 62% of respondents. Fully 35% shared because they thought it was polite to provide feedback, and around one-quarter wanted to let others know about their own good experience or make sure that good vendors got good business.


More details at emarketer.com