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faux saint laurent bagflap chanel bagBut while fake reviews may boost short-term sales figures and search-engine rankings, it should not be considered a legitimate marketing strategy, as the long-term damages can be catastrophic for brands. "It is a risk that brands or merchants should not undertake lightly, as consumer trust will be destroyed almost instantaneously the moment such practises are brought to light," says Ed Pank, managing director of Warc Asia. What the big ecommerce platforms are doing Players such as Alibaba and Amazon have been proactive in trying to stem the flood of fake reviews on their platforms through litigation. In 2017, a Chinese court ruled in Alibaba's favour after it sued "brushing" firm shatui.com for 2.16 million yuan after it was found to be fabricating transactions and favourable comments related to online stores. Over a period of two years, Shatui helped to create over 26-million-yuan worth of false transactions for 3,000 shops on Taobao and Tmall, Alibaba's two most popular online retail platforms. Amazon changed its guidelines in 2016 to ban most reviews done for free and discounted items. Online travel giant TripAdvisor is another site determined to crack down on review fraud. "Every review that comes to TripAdvisor will first go through a pre-posting screening process via an automated review analysis system," says Becky Foley, senior director of trust and safety, TripAdvisor. "If the analysis system detects a potential problem, the review is sent to a content moderation team for further analysis." What brands can do Steven Yap, head of digital and operations at Kingdom Digital in Malaysia, believes that one way brands can do more to safeguard themselves against the problem is to set up an official brand's page on ecommerce platforms. "This way, it helps to ensure customers that they are getting the authentic products," he says. "Also, good service and response rate from the brands would help to show they are genuine." Lastly, one proven bulwark against fake or negative reviews is the strength of the brand itself and the organisation's delivery of a consistent brand experience. Brands should look at how brand-building investment can help bolster positive consumer sentiment and ensure experiences are positive enough to spark organic word of mouth recommendations. faux saint laurent bag
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