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Column: Fake reviews must stay online, the researchers said. I am not sure



Column: Fake reviews must stay online, the researchers said. I am not sure

It is perhaps inevitable that in this strange era of “alternative facts” and false “fake news” claims, someone will explain why fake online reviews are a good thing.

However, anyone would make such an argument jarring, especially when it comes from scholars who write in academic journals.

Learning entitled, “A Tangled Web: Should Online Review Portals Display False Reviews?” It was published recently in the journal Information Systems Research.

The main finding, said Beibei Li, a professor of information technology and management at Carnegie Mellon University, is that consumers place greater trust in websites “that display fake reviews along with non-fraudulent reviews.”

That is, the presence of fake reviews increases the value of honest reviews.

To me and maybe many others responded, “Huh?”

“At first, we also thought it was crazy that people wanted to see the dark side of the internet,” Li, one of the authors of the study, told me.

“But consumers tell us they want to see everything,” he said. “They want to make their own decisions.”

Li’s study estimates that as many as 30% of online reviews are fake, intended to improve the position of a company or product, or to damage a competitor’s reputation.

A separate study Last year concluded that about 40% of online reviews were suspected, with the percentage going up for apparel, home furnishings and electronics reviews.

Some of the big dogs in the field of review – Google, Amazon, Yelp, Airbnb – told me that they were trying to find fake reviews and maintain the integrity of their individual review systems.

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Usually that means removing fake reviews as soon as the company realizes it.

Li said his research showed that consumers don’t want to lose reviews, real or fake.

“When they see fake reviews next to the real ones, it makes them trust the platform more,” he said.

I see how it works in theory. It’s nice to think that everyone thinks and is diligent in filtering all available information and making well-informed decisions.

But in reality, most people, myself included, don’t have the bandwidth for such a vast thought process when shopping for hair products or cell phone chargers.

We quickly scanned what was out there and, if there was no sign of great danger, we felt validated in our initial thoughts and closed the deal.

I contacted a number of online review experts. Some people think Li’s research is on the right track.

“Their prescriptive suggestion is to allow all information rather than just censoring fake reviews,” said Duncan Simester, a marketing professor at the Massachusetts Institute of Technology. “I like their advice and consider their results to make sense intuitively.”

Brett Hollenbeck, assistant marketing professor at UCLA, agrees that highlighting fake reviews makes sense. If a site removes it, he notes, “then consumers are left in the dark about which company buys them.”

“Seeing fake reviews marked on company pages can act as a warning and also serves to inform customers that the platform is active in finding fake reviews when they are posted,” Hollenbeck said.

Others are worried about leaving fake reviews accessible, even with warning signs.

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“Fake reviews can certainly mislead people, although in most cases they are overwhelmed by the prevalence of true and real reviews,” said Jonah Berger, a marketing professor at the University of Pennsylvania.

“The site must be trying to prevent such content from being posted,” he said, adding that if fake reviews will remain online, they must be blurred “so that the content cannot be observed.”

Harikesh Nair, a marketing professor at Stanford University, said it was not clear that marking reviews as fake but leaving them online served as a deterrent for companies trying to game the system.

Some businesses may continue to do so in the hope that some fake reviews will pass.

“If there are too many, consumers can conclude that most of the reviews on the platform are paid for and lose trust,” Nair said.

Li said his research shows that, along with greater transparency, the benefit of leaving fake reviews online with appropriate warnings is that this serves to “publicly embarrass” companies that violate.

What, like a Scarlet Letter?

“Yes,” Li replied, “there is currently no cost to write fake reviews. That’s zero. Public shame creates costs for the company.”

I am not sure. If about 40% of online reviews are fake, it seems that no company will downgrade as low as this especially worrying about getting caught or facing all sorts of public calculations.

On the contrary, there seems to be a feeling that because many other people do it, what’s wrong with trying?

“The review site is in a difficult situation when it comes to fake reviews,” said Cayce Myers, a public relations professor at Virginia Tech.

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“On one hand, review sites must have credibility that their reviews are real so customers can count on them,” he said. “On the other hand, review sites cannot be seen as arbitrary review editors.”

Finally, Myers suggests, it is up to individual consumers to navigate these eel-filled waters and do their best to make good decisions.

As a diligent online shopper, my feeling is that posting is vague and publicly embarrassing will not help my decision making process.

I prefer to trust leading brands like Google and Amazon to aggressively monitor their reviews using AI, algorithms, or even real humans, and quickly delete posts that cannot be deployed.

In addition, I would like to see an easy-to-understand summary above all the list of reviews that shows prevailing consumer sentiment – positive or negative – and the number of fake-nonsense reviews that are ruled out.

Include a link to the page that mentions the worst offender, and defer the list of any companies found trying to attract the fast in the buyer.

“We are now at a point where there are too many reviews for users to read,” said Theodoros Lappas, assistant business professor at Stevens Institute of Technology.

Fix the problem and we will really solve something.

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Marseille in California. ″Where the Portuguese is, there is Portugal″



Marseille in California.  ″Where the Portuguese is, there is Portugal″

“You are the future,” President Marcelo Rebelo de Souza told a three-year-old girl dressed in traditional Portuguese clothing who came out to greet him on the podium where he spoke at Artesia Portuguese Salon. The city, located on the outskirts of Los Angeles, has not hosted the President of the Portuguese Republic since 1989. This weekend, he did it with pomp and the setting of an ornate Portuguese-American community bursting with pride.

“We have never lost the honor and responsibility of being representatives of this beautiful flag,” said Jimmy Enes, a member of Artesia DES, a Portuguese descendant, in a welcoming speech delivered in perfect Portuguese. “When we are asked who we are, we always answer”i am portuguese“and not”Portuguese-American“or ‘Portuguese American’,” he said. “That’s why we’re trying step by step to protect our heritage on the outskirts of Los Angeles, one of the greatest cities in the world.”

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Cristiano Ronaldo is injured by the Portuguese national team and thanks the fans for their support



Cristiano Ronaldo is injured by the Portuguese national team and thanks the fans for their support

Cristiano Ronaldo got a cut on his nose and needed a bandage (Photo: MICHAL CIZEK / AFP)

Photo: Lance!

Gratitude. It seems that the attacker Cristiano Ronaldo shared his social media with Portuguese fans after a clash with Czech goalkeeper Vaclik. In the auction, the assailant received a cut on his face and needed a bandage to stop the bleeding.

“Great game, important team win! We remain focused on our goal. Thanks to the Portuguese public for the fantastic support,” the striker wrote on his Instagram account.

The match was marked by a great performance Portugal national team, who beat the Czech Republic 4-0 to take the lead in Nations League Group 2 with ten points with one matchday to go in the group stage of the tournament. Cristiano Ronaldo ended up losing to his team.

After the match, the leader of the Portuguese national team appreciated the result achieved on the road. “It was a very important victory and all teammates should be congratulated on the result,” commented the 37-year-old striker.

With three wins, one draw and one defeat, the Portuguese team has the best attack in their group with eleven goals scored and a net difference of nine. The team is one draw away from qualifying for the tournament series. The next match against Spain is next Tuesday in the city of Braga.

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Thomas Gouveia remains the best Portuguese in the Swiss Challenge



Thomas Gouveia remains the best Portuguese in the Swiss Challenge

Writing with Lusa

Tournament of the second European circuit.

Thomas Gouveia solidified his status as the best Portuguese in the Swiss Challenge this Saturday by finishing the penultimate day of the second European round robin in a group of 31st placed golfers.

Thomas Gouveia hit the card with 73 shots, one over par on the course, after two birdies (one under par hole) and three bogeys (one over), after making 71 shots in the previous two days for a total of 215.

Thomas Bessa needed 75 hits, three over par and tied for scarecrows, he finished 48th with 218 total, five short of Vitor Lopez, 60th with 223, after today needs 78, with just one bird . to fit five scarecrows and a double scarecrow.

The Swiss Challenge, which concludes on Sunday in Folgensburg, France, is still led by France’s Chung Veon Ko with a total of 206 shots, one short of Denmark’s Martin Simonsen in second place.

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