As professional critics lament their ebbing influence on consumers who increasingly rely on the opinions of online peers, the question is being raised of whether top-down reviewers matter anymore. Are crowdsourced reviews – a sort of ‘online word of mouth’ – the only currency that counts?
Authority is slipping away from 'traditional' experts – and into the hands of celebrities. But is 'standing out' from a sea of information, products and ideas as simple as putting a famous face on a brand?
Launched in 2004, Yelp has grown to include more than 50 million businesses worldwide. And it’s transformed how people find a place to eat; we now rely on tips from internet strangers. But thanks to Yelp Elite, some of these strangers are more powerful than others. So who are these influencers?
With over 61% of people reading online reviews before making a purchase decision, it’s even more important than ever to separate the good ones from the bad. But with peer reviews and professional write-ups often having contrasting opinions, who should we trust – and why?