Fake online reviews are a problem for marketers and brand managers.
Consumers traditionally looked at price and brand history for signals about product quality. They could assume that a more expensive appliance contained more craftsmanship—or a household brand name could be trusted to deliver a safe product.
However, new data suggest that online reviews can wipe out other consumer signals—and reviews can be faked.
Reviews don’t have to come from a platitude-spewing bot to be disingenuous. More commonly, reviews are tainted by dishonest marketing practices.