New York Times: When Is a Star Not Always a Star? When It’s an Online Review

New York Times: When Is a Star Not Always a Star? When It’s an Online Review. “An increase of just one star in a rating on Amazon correlates with a 26 percent increase in sales, according to a recent analysis by the e-commerce consulting firm Pattern. But while online reviews have become powerful sales tools, the ecosystem is relatively crude. Reviews can be easy to manipulate, and the operators of sites with the most reviews are not always motivated to crack down on fake ones planted to promote products. That leaves many consumers wondering what to believe.”

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