![]() ![]() We worked with a team of UCLA undergraduates to infiltrate these markets, observe them, and collect data on the products for which sellers were soliciting reviews. One of the most common mechanisms we found for procuring these reviews was via private Facebook groups: Sellers would use these groups to recruit people to purchase their products and leave an authentic-sounding five-star review, and then compensate them via PayPal for the cost of the product, any taxes and fees, and in some cases, a $5-10 commission. We also found that these groups would occasionally disappear, and then almost immediately be replaced by new, similar groups. Through our research, we discovered a large and thriving market for fake reviews. To better understand the scope of the problem - and what companies can do to address it - we conducted a 10-month study exploring how fake reviews are generated, and how they impact sellers, buyers, and platforms. ![]() But as sellers become more sophisticated in how they craft these fake reviews, it’s become harder and harder for platforms to root them out. For example, Yelp uses a proprietary algorithm that filters out about 16% of their reviews. ![]() In response to this issue, many platforms have developed automated tools to identify and remove reviews that are obviously fake. But because these reviews are typically a significant factor in search rank algorithms and thus have a big impact on product visibility and sales, these systems often also create powerful incentives for sellers to manipulate their products’ rankings through fake reviews. To make e-commerce work, platforms like Amazon need a rating and review system that helps consumers make these online purchasing decisions with confidence. e-commerce market experienced record-breaking 44.4% growth - and it’s likely to continue to thrive as businesses large and small shift to online sales in the face of the pandemic. ![]()
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