Whether you're deciding what book to order from Amazon or where to stay on your next family vacation, you've probably skimmed online reviews to learn from other customers' experiences. Unfortunately, some of these reviews may be fake...
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Responding to online reviews is common for businesses, but new research suggests over-responding may backfire. A study in Marketing Science found that managerial responses, especially in dynamic industries like hospitality, can actually lead to more reviews, particularly negative ones.
The study shows that reviewers may target managers directly, aiming to influence them, which can result in more critical feedback. While responding to reviews is important, businesses should be cautious—too much engagement could encourage an increase in negative reviews rather than improve customer relations.