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Furthermore, the company’s reputation may be damaged by those unfair commons.
For the hotel chain, “positive reviews play a significant role in consumers’ evaluations of service quality and value”. However, even the positive feedback can be misguiding as well. Some companies may use preferential policies (e.g. discount offering, bonus points) in return of positive reviews. For instance, American based Caesars Palace gave extra member points to the customers who have shared their good review and satisfying experience on Twitter or I*******m (Wom360.com, 2018). When other customers perceived these good evaluations, they may be self-assured and then blinded believe that the products or services
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