Reviews, ratings and repercussions

Online reviews have become a key means of influencing consumer behaviour, but questions remain as to how companies will manage them.

Any business that relies on word of mouth will know its business can be destroyed by a bad online review. So it was probably with a little glee that some hotel owners read of the UK Advertising Standards Association decision to gag online travel giant TripAdvisor from claiming all its reviews are from real travelers.

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