Online reviews, like King Kong marketing reviews, are powerful; with businesses’ lives hinging on their words. It comes as no surprise, then, that a lot of attention has been given towards fake reviews, as these can do a lot of damage in the online marketplace.
UK consumer watchdog group Which? conducted an experiment to see how shoppers are affected by fake reviews and discovered that people were often duped by forged reviews online.
The group conducted a study using simulated fake reviews and found that people who are exposed to them are twice as likely to go for low-quality products and services while shopping on the internet. The items used by Which? for their experiment, notably, were so bad that they marked these items as ‘Don’t Buy’.
Which? asked 10,000 people to shop with images made to resemble Amazon’s platform. None of the content used for the experiment was real, however. Amazon was the group’s basis, as it is the largest platform for online shopping in the UK, but the organization stated that the findings of their experiment are reflective of the general trend and can apply to other platforms currently accessible to the public.
In the group that wasn’t exposed to any fake reviews, only around 10% of the respondents actually went for a ‘Don’t Buy’ product. In the group that was exposed to fake reviews, this figure doubled, with 23% of the respondents going for ‘Don’t Buy’ products.
The results worsened when the study bolted on platform endorsement labels to the products with fake reviews and inflated scores, with the number of people choosing ‘Don’t Buy’ products jumping to 25%< which is a full 136% increase to the group that didn’t see any fake reviews. Which? states that this shows the risk of customers being misled by fake reviews.
Which? Director of Advocacy, Caroline Normand, stated that this is evidence that people are at risk from fake reviews and that online platforms need to put better measures in place in order to ensure that their reviews, are verified and trustworthy or the Competition and Markets Authority will have to step in.
According to the CMA, online reviews, like King Kong marketing reviews, influence £23 billion worth of customer transactions annually.