Question: it is increasingly clear that many postings on blogs and product reviews on websites are fake or are posted there to manipulate consumers opinions. For

it is increasingly clear that many postings on blogs and product reviews on websites are fake or are posted there to manipulate consumers’

opinions. For example, a mini-scandal erupted in 2007 when the press learned that the ceo of Whole Foods had regularly been blasting competitor Wild oats on blogs under a pseudonym. 168 how big a problem is this if consumers are increasingly looking to consumer-generated product reviews to guide their purchase decisions? What steps, if any, can marketers take to nip this problem in the bud?

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