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A large majority of consumers polled said they would flee a brand if the manufacturer sold them poor quality products, ran dishonest or misleading ads, or was associated with fake or fraudulent reviews. The study also revealed the critical role fake and fraudulent reviews play with respect to consumer trust. "What became increasingly clear through this research is that shoppers have high expectations for brands when it comes to handling fake reviews," Rohrlich told the E-Commerce Times. Do not allow fake content. Fraudulent content can infiltrate your site through a variety of means, including disruptive or trolling activity, commercial messages, automated submissions (e.g. bots, programs and scripts), illegitimate or degrading content by a competitor, and self-promotion by employees. Stay vigilant and put a best-in-class moderation strategy in process, or work with a third-party vendor to combat fake reviews. "Sixty percent of our survey respondents said that negative reviews are as important as positive reviews in their decision to buy a product, and 23 percent said that they are even more important than positive ones. The majority (62 percent) claimed that negative reviews contain more detailed information on product pros and cons, while 32 percent think that they are less likely to be fraudulent," he said. As consumers find negative reviews helpful, so too should brands. Negative reviews not only can tell you how to earn a consumer's loyalty in the future, but also contain valuable information that can help improve your products or processes or even give you ideas to create entirely new ones, Rohrlich explained.

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