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NEW YORK The most influential consumers—those who are likely to recommend products to friends and family—are growing skeptical of the opinions they find on product review sites and community forums, according to a new study.
WPP Group PR shop Burson-Marsteller in August surveyed 1,000 influential consumers’ trust of online reviews. The study found that, compared to a similar poll conducted five years ago, an increasing number of consumers believed that fake reviews or positive comments left by corporations are a problem.
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