Why do consumers trust online reviews more than personal recommendations? According to a recent survey by Bright Local, 39% of consumers aged 55 and older trust reviews as much as they trust personal recommendations. However, this number is much higher among consumers aged 35 to 54. In addition, consumers agree that reviews must be relevant and recent to be trusted, and 68% say they would not trust a high review rating if there are only a handful of reviews.
Authenticity
Among the growing concerns about the credibility of online information is the authenticity of online reviews. To address this question, we sought to understand whether a review is authentic or not. The proposed framework distinguished two types of reviews: fictitious and factual. Fictitious reviews contain longer words, which you may use to make entries grandiloquent. On the other hand, genuine reviews are more specific and have more nouns, spatial words, and relatively few pronouns. This contrast makes authentic reviews appear more specific than fictitious reviews. The findings are consistent with prior research on the comprehensibility of fictitious reviews.
The findings of the Linguistic Study revealed that the authors had identified authentic and fictitious reviews. Therefore, after the results were published, the authors developed a guideline to help users determine which reviews are genuine. I implemented this guideline in a between-participant experiment setting, where 240 annotators annotated 54 reviews (27 authentic, 27 fictitious), and I statistically analyzed the difference between the two groups.
Online reviewers can filter out fake reviews by looking for stars in the reviews. In addition, they can spot fake reviews through coordinated campaigns. In most cases, fake reviews are more extreme and vitriolic than the typical industry review. However, when these types of fake reviews are found, businesses should publicly respond to these reviews. Furthermore, it would be best if you prioritized the authenticity of online reviews over positive reviews because they can help enterprises guide more qualified and informed leads. This is true whether you operate an air duct cleaning company or a car wash.
Both authentic and fictitious online reviews might exaggerate.
The framework findings do not support the traditional view that authentic reviews are less likely to be exaggerated than fictitious ones. The authors of fictitious reviews are likely to use more conscientious words to disguise the truthfulness of their thinking. This suggests that the fictitious reviews are not merely untrue but may be misleading. This is why scholars need to learn more about these reviews.
Another research suggests that many people don’t contribute to online reviews. This finding contradicts the traditional assumption that only people who have been involved in an online review can be considered authentic. Moreover, research from BrightLocal demonstrates that skepticism over review authenticity is rising, especially among younger users. However, these findings also indicate that consumers are increasingly adopting adaptive behavior to combat fraudulent content.
Despite the widespread misconception that fake reviews are more exaggerated, this assumption has not been empirically validated in various contexts. This study aimed to determine the actual dose of exaggeration and how individuals assess it in genuine and fake reviews. It also explored the effects of perceived polarity on the ability to discern the authenticity of online reviews. If this theory is correct, consumers should be able to judge the authenticity of online reviews and trust them.
The authenticity of online reviews is critical for businesses.
Inauthentic reviews can degrade a brand’s credibility. A recent study conducted by Cornell University found that only 54% of participants could accurately assess whether reviews were genuine. The study also found that the information included in a review improved the accuracy score. Authentic reviews, in contrast, reflect mixed experiences. Even when a person had a great experience, they were unlikely to leave a review based solely on their personal experience.
The impact of fake online reviews is significant. Several studies have shown that these reviews affect $152 billion of global e-commerce spending. These statistics show the importance of ensuring the authenticity of online reviews. By 2021, online reviews will influence $3.8 trillion of global e-commerce. But despite the pitfalls, the impact is far more significant than the actual financial costs. Nonetheless, there are several ways to protect yourself from these threats.
There is no doubt that online reviews are essential to a business’s reputation. Nevertheless, consumers should pay close attention to them. Unfortunately, business owners often drive fake reviews. In some cases, the reviews are both positive and negative. The fake reviews are a blend of both. Therefore, if a review is manufactured, it is likely fictitious. If you have doubts about the authenticity of a review, you can always check the source of the review and contact the author directly.
Transparency
Consumers are losing faith in the mainstream media, education systems, and political parties. Instead, they turn to their peers to provide them with the necessary information. 89% of global consumers look at online reviews before making a purchase, and 49% consider positive reviews among their top 3 influences. Consumers trust these reviews because of their transparency and have no problem finding these testimonials.
Transparency helps businesses de-escalate crises and rebuild trust. According to a recent survey, 89% of consumers are more likely to purchase a brand that is transparent about its operations. Likewise, 73% of consumers would pay more for a product or service from a company with an exemplary CEO. Moreover, transparency is an essential factor for brand loyalty. Consumers still value honesty and authenticity even if transparency is hard to achieve.
Consumers trust reviews over personal recommendations because they offer a more realistic and honest perspective of a company’s product or service. In addition, most of us have one or two online shopping bugbears, such as inaccurate sizing or delivery. The reviews provided by consumers can help counter such doubts and provide valuable information about a business’s performance. However, many consumers also distrust reviews from friends or family because they lack knowledge.
Third-party validation is a critical factor in boosting the reputation of a business.
Consumers strongly oppose censorship, and 62% would stop buying from a brand if they discovered that reviews had been fabricated. In addition, fake reviews cost brands up to $125 per year and are often of low quality. Therefore, creating an environment where consumers can trust other customers’ reviews is essential.
Consumers trust online reviews as much as personal recommendations, according to a BrightLocal study. While 9 percent of consumers do not read online reviews, that number increases yearly. The research also indicates that consumers are increasingly willing to trust online reviews as personal recommendations. And while word-of-mouth is still the most popular way for people to find local businesses, online reviews are becoming an essential component of that process.
Whether looking for a product, service, or experience, online reviews are a great source of information. Most consumers read at least three reviews online before making a purchase. In addition, almost half of internet users post reviews monthly, and the younger generation is much more likely to do so than older generations. By reading as many reviews as possible, consumers can make informed decisions without feeling pressured into buying a product.
