Home → Magazine Archive → November 2014 (Vol. 57, No. 11) → Keeping Online Reviews Honest → Abstract

Keeping Online Reviews Honest

By Logan Kugler

Communications of the ACM, Vol. 57 No. 11, Pages 20-23

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As commerce increasingly moves online, consumers worldwide are relying more and more on online reviews to help them make decisions about products to buy and businesses to patronize.

According to a recent study by BrightLocal (http://selnd.com/1xzy0Xb), 88% of U.S. consumers read online reviews "to determine whether a local business is a good business" at least occasionally—39% do so regularly. Also, 72% say positive reviews lead them to trust a business more, while 88% say that in "the right circumstances," they trust online reviews as much as personal recommendations.


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