Essentials of Business Communication (MindTap Course List)
Essentials of Business Communication (MindTap Course List)
11th Edition
ISBN: 9781337386494
Author: Mary Ellen Guffey, Dana Loewy
Publisher: Cengage Learning
Question
Chapter 8, Problem 11CT
Summary Introduction

To critically think about: The importance of online product reviews and effect of fake reviews.

Introduction: Online product review describes user experience.

Expert Solution & Answer
Check Mark

Explanation of Solution

Given information: Example of Amazon and Yelp because they have been called out for fake and paid reviews.

The product review reflects the experience of a user and also, presents the pros and customer planning to buy that product reads the review to know more about its quality. Therefore, it is very important for the testimonials or online reviews to be trustworthy. The customers rely on those online product reviews and make decisions based on them. Most of the customers think that these reviews are legitimate.

Conclusion:

Fake reviews impact the perception of the customer about the product and also, create a wrong perception. It is great act of immorality to post fake reviews on websites.

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Students have asked these similar questions
Many consumers rely on product reviews posted online, presumably by ordinary citizens describing their authentic experiences. Unfortunately, though, Amazon and Yelp, the most prominent of the many Internet review sites, have been called out forfake and paid-for reviews. Amazon has threatened to sue people for posting fake public reviews.35 Why is it important that onlinereviews or testimonials be trustworthy?
Ethics Do you believe it is right for companies to targeta higher (or lower) cost service to a consumer basedon a data driven observation that the consumer possesses characteristics typically associated with a willing- ness to spend more (or less) money on the related service? Does this constitute a form of discrimination thatwould make you uncomfortable as a marketer who isexploring the possibility of employing this strategy?What about if you were the consumer on the receivingend of it?
Products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of internal, controllable marketing issues. issues that don't even need to be discussed in ethical firms. marketing issues but not ethical issues. ethical issues but not marketing issues. none of the above.
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