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As Yelp turns 20, online reviews continue to confound and confuse shoppers

  • Written by Ann Kronrod, Associate Professor of Marketing, Entrepreneurship and Innovation, UMass Lowell
As Yelp turns 20, online reviews continue to confound and confuse shoppersPeople have a tough time discerning a fake review from a real one.Mateusz Slodkowski/SOPA Images/LightRocket via Getty Images

For the past 20 years, Yelp has been providing a platform for people to share their experiences at businesses ranging from bars to barbershops. According to the company, in that time the platform has published 287 million...

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