ABSTRACT
Like blogs, consumer reviews receive far less publicity than social media platforms such as Facebook and Twitter but it is a reasonable argument that the most significant impact that the Internet has had on both consumers and sellers is in the way that it enables the general public to make public their own comments about products and services that they have experienced. Research presented by numerous organizations since the end of the first decade of the twenty-first century has emphasized the way customer generated reviews impact on fellow consumers. Weber Shandwick found that searching for reviews online is the primary way consumer electronics buyers seek out product opinions focusing more on consumer reviews than professional reviews in this all-important process. Scott Brave, addresses the issue of bias in consumer reviews, suggesting it comes in a number of guises, the seven most common and detrimental being.
