1. Seek reviews from those in the know. It turns out that shoppers base purchasing decisions less on the star ratings, which the "astroturfing" scandals have made suspect, and more on the actual text of the review itself.
According to a 2013 study of more than 18,000 Amazon.com reviews, positive reviews with a more credible linguistic style had more impact than generic reviews displaying no particular expertise about the product. In essence, shoppers can tell when reviewers know what they're talking about. To enhance the credibility of your reviews, encourage submissions from frequent or long-time buyers who are best able to evaluate and compare products.
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Keeping Pace With the Explosion in Popularity and Innovation of Online Consumer Reviews
1. Seek reviews from those in the know. It turns out that shoppers base purchasing decisions less on the star ratings, which the "astroturfing" scandals have made suspect, and more on the actual text of the review itself.
According to a 2013 study of more than 18,000 Amazon.com reviews, positive reviews with a more credible linguistic style had more impact than generic reviews displaying no particular expertise about the product. In essence, shoppers can tell when reviewers know what they're talking about. To enhance the credibility of your reviews, encourage submissions from frequent or long-time buyers who are best able to evaluate and compare products.