Digital Trends Quarterly: Online Reviews - UK - July 2018
“Despite increasing concerns about misuse of user reviews by companies – for example commissioning fake positive reviews about themselves or negative reviews about their competitors – people still see them as more reliable than professional reviews, as well as more impartial and more useful. However, professional reviews still trump user reviews in perceptions of how thorough they are, suggesting that even though user reviews are more of a deciding factor in what people buy, many will still incorporate professional reviews into their research in order to get a more in-depth analysis of the product or service they’re buying.”
– Matt King – Category Director, Technology and Media Research
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