A couple of months ago I asked whether customer reviews increase sales? Well a recent article in Brandweek seems to indicate that they do.

A new study released this week from iProspect and JupiterResearch shows that:

• One in three Internet users report their purchase decisions are influenced by sites with social content, Amazon being the most influential, according to a report from.
• When it comes to influencing online purchases, positive reviews in Amazon may trump online ads, per a new survey.

Robert Murray, president of iProspect, Boston, said it’s unclear whether a positive review in Amazon is more effective than an ad, but: “It’s human nature. People trust people.”

As a result of this study, expect to see a lot more paid or solicited reviews of products and services start to show up on web sites.

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