We live in a social world where we are constantly sharing our opinions and exposed to other people’s opinions. Some of these opinions are useful especially when we are thinking about buying a new product or service. In fact, previous report stated that more than 80 per cent of consumers are likely to research online before making purchase. In other words, online reviews of products and services can have a real effect on potential consumers.

We would like to think that online reviews are unbiased and neutral so that we can rely on them. However, a recent research study by Prof. Michael Zhang from the Department of Decision Sciences and Managerial Economics and Associate Dean (Innovation and Impact) at The Chinese University of Hong Kong (CUHK) Business School reveals that those online reviews could be influenced by our friends.
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