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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 results provide new insights into how brand trust is built and broken. The study includes the role of product ratings and reviews and how shoppers evaluate their authenticity. Looking for Brand Integrity Brands Losing Consumer Trust "Because shoppers are hardwired to seek out the thoughts and opinions of their peers, we need to ensure that our consumers can confidently turn to ratings and reviews as trusted sources," urged Rohrlich. Call to Action 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. Even worse, the threat keeps growing. Some 50 percent of business representatives polled said they expected the posting of abusive and fraudulent types of content would continue increasing over the next 12 months. designer bags cyber mondayimitation luxury bags
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