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By dotCore
via theatlantic.com
Submitted: Oct 04 2013 / 11:06

When was the last time you read an online review about a local business or service on a platform like Yelp? Of course you want to make sure the local plumber you hire is honest, or that even if the date is dud, at least the restaurant isn’t lousy. A recent survey found that 76 percent of consumers check online reviews before buying, so a lot can hinge on a good or bad review. Such sites have become so important to local businesses that it’s not uncommon for scheming owners to hire shills to boost themselves or put down their rivals.
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