If you own or work in a customer-centric business then there is a high probability that you would have faced the heat of fake negative online reviews on TripAdvisor.
Businesses are gearing up to the competition. It is intense out there and stats say that 92% of the consumers now read online reviews.
We have now a multitude of resources to validate the brand value and reputation. One of such resources is online reviews.
They apparently have become one of the major deciding factors in the buying process.