Spotting reviews from unreliable sources can help brands keep consumers safe and informed

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2020, 9:10 AM UTC

Smaller websites are more likely to host fake reviews because of less security.

Checking the source origin of reviews and looking out for tell-tale signs can help brands ensure the reviews are from actual consumers, and not employees or bots. Look for both positive and negative products reviews with specific details and personal narratives to spot genuine reviews.

Examining the “verified purchase” tag and article-length describing the customer experiences can help verify the genuineness of a particular review. Online shopping websites like Amazon and eBay provide a “verified purchase” tag to help determine the legitimacy of reviews posted on their sites.

While looking out for unreliable and malicious reviews, try to spot stiff language and evaluate its placement on the site. Overtly positive reviews with unnatural sounding language and vague descriptions are indicators of fake reviews.

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