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the customer reviews most likely to influence purchasing decisions

Written by Tom van Laer, Reader (Associate Professor) of Marketing, City, University of London

Consumer reviews have changed many an industry.Shutterstock

Whether you are booking a hotel room, choosing a restaurant, deciding on what movie to see or buying any number of things, it is likely you have read online reviews before making your decision.

What makes a consumer review persuasive, though? No matter how short, it tells a story in much...

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