Believable product reviews build consumer trust for businesses

Imagine you receive an email asking you to leave an online review for a concert you went to a decade ago. Besides being a test of your beer-befuddled memory, it would also ring a few alarm bells, wouldn’t it? Or maybe you are suddenly requested to leave a review for a restaurant you have never heard of and which on further inspection turns out to be a back-street wheelie bin compound. Sadly, these are real-life examples of the various ruses that have eroded confidence in online reviews, even though the vast majority of shoppers still rely on them when buying something, whether online or in a store.