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Author Assistant Professor, Loyola University Chicago Shabnam Azimi is an assistant professor of marketing, Quinlan School of Business, Loyola University of Chicago. View all partners We believe in the free flow of information Ott and colleagues mined real reviews from travel review websites such as Tripadvisor, Hotels.com and Expedia, which have a reasonably small deception rate. They gathered fake reviews by using Amazon Mechanical Turk to recruit people to write fake hotel reviews that sounded truthful. Why it matters Our research has identified certain features in the length, wording and structure of online reviews, as well as consumer personality types, that lead consumers to trust online reviews. We still don't know why these features convey trustworthiness to consumers or why they differ for positive versus negative reviews. camera bag cyber mondaycheap gucci bags outlet
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