Mistrust can undermine reviews effectiveness

01/3/2013 | Digital Trends

The prevalence of fake product reviews on Amazon and resulting consumer wariness has diminished the power of reviews to affect what people purchase, writes Scott Sterling. Companies such as Amazon and Yelp will need to find new ways to weed out fakes in order for customer reviews to become useful marketing tools. "Unless we actually trust these reviews -- and learn to look past single-digit price tags -- the glut of duds that still clutter up online store shelves isn't going anywhere," he notes.

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