CHARLOTTESVILLE, Va., Aug. 31 -- The University of Virginia issued the following news release:
Before buying a product, booking a hotel or streaming a movie, many people check online reviews. But not every glowing recommendation or one-star takedown reflects a genuine customer experience.
David Schuff, a professor at the University of Virginia's McIntire School of Commerce, studies how online review platforms shape consumer behavior. In a July commentary in Nature Human Behaviour, co-written with Susan Mudambi, professor emeritus of marketing at Temple University, they examine the rise of "review bombing" and its effects on consumers and online platforms.
UVA commerce professor David Schuff studies how online reviews influence consumer b...