When you’re online shopping around for something to purchase, reviews can play a major role in whether you buy a product or not. In this case, it’s very important that any reviews found online are truthful and legit. After all, 90 percent of consumers say that when they make a decision to purchase something, they are influenced by online reviews. Here’s something else to think about as well – seven out of 10 US and UK consumers have questioned their trustworthiness. Somebody had better get a hold of Huston, because I think have a problem here.
It makes sense that we, as consumers, have a right to be able to trust reviews we find online. Reviews are, after all, a key component to the decision making process. Fake reviews can be a real problem in this industry. At times, we have no idea if that review we are reading is real, or if somebody was paid to write a glowing recommendation for that product.
Last month, we found that Amazon was cracking down on fake reviews by suing people who were responsible for writing them. Also, there was an outcry from TripAdvisor users who wanted more stringent verifications of authenticity for review posters. If something isn’t done to help reduce this problem of false reviews, then more consumers are more apt to lose their trust in reviews all together.
Sara Spivey feels that marketers have to adopt some new practices and guidelines when it comes to preserving shoppers’ trust in consumer-generated content/online reviews. This is the time for all companies involved with the collection and display of consumer reviews and content to take more measures to reinforce consumers’ trust before it’s too late.
Sara has a post on Marketing Land that discusses this situation and what should be done to help curb false reviews. Check it out by following the link below.
Marketing Land: Don’t Be Deceived: Fake Reviews Are A Real Marketing Problem