Online reviews and ratings of businesses on sites like Yelp, Facebook, Google, and TripAdvisor have the power to shape consumer behavior. In today’s technology and data-driven age, consumers are eager to validate their purchase decisions, and seek to do so by using social media and real-time feedback from other consumers as their key resources.
But how exactly are consumers using local search services and online review sites to find and assess businesses? What kind of impact do reviews and ratings have on their path to purchase?
