Would You Buy From a Brand That Plants Fake Reviews Online?
Sometimes reviews expressed within online communities are coming not from legitimate, sharing consumers, but from hired posters. One might conclude that the practice, called "astroturfing," could be the death of a brand caught in the act. Results of a recent survey by R2i, however, indicates a rather high level of tolerance among marketers.
Sometimes reviews expressed within online communities are coming not from legitimate, sharing consumers, but from hired posters. One might conclude that the practice, called “astroturfing,” could be the death of a brand caught in the act. Results of a recent survey by R2i, however, indicates a rather high level of tolerance among marketers, a population that probably should be the least accepting.
The study [PDF] asked 284 marketing professionals from several leading industries about their attitudes toward astroturfing.
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