Some business owners may not feel the impact of these deceptive reviews, given that their power to mislead consumers depends on the business's own demographics. If your particular target market doesn't employ similar styles on social media, you may not need to worry that your audience will be swayed.
This particular statistic can be quite problematic for those responsible for reputation management because it's necessary to respond to detailed reviews – even if you're sure it's a fake review or that it has been left by someone who hasn't made a purchase.
It is a banned practice to use editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer. It is also a banned practice to falsely claim or create the impression that a trader is not acting for purposes relating to his trade, business or profession, or to falsely represent oneself as a consumer.
One in seven TripAdvisor reviews could be fake
Suspicious reviews can be reported to TripAdvisor – hallmarks of fake reviews include a large number of five-star reviews from users who have only submitted one review, and reviews from lots of users who haven't reviewed other locations. Buying reviews, offering incentives for reviews or posting reviews for your own business are all against TripAdvisor review policies. Our guidelines for the top local review platforms including TripAdvisor can be found in our guide.
54% of consumers would not buy a product if they suspected it to have fake reviews
Consumer trust in online reviews is at an all-time high. They are a vital tool in the decision making process with a strong review profile having clear financial benefits for local businesses. Reviews are now so important, both to sales and to SEO, that fake reviews are becoming more prevalent. This raises several issues for businesses and consumers alike, with consumers increasingly likely to be faced with fake reviews and businesses increasingly being placed at a disadvantage if they don't join unscrupulous competitors in buying or faking reviews to win visibility on review platforms and e-commerce sites.
However, as the research above shows, there is a concerted effort being made by consumer groups, journalists and government bodies to crack down on fake reviews, so any investment in fake reviews is likely to backfire sooner rather than later. Do the right thing: generate reviews in a natural way and you'll be rewarded.
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