Yelp Gets a Bad Review: Embracing a Crisis to Shape Perception

Yelp Gets a Bad Review: Embracing a Crisis to Shape Perception

User generated reviews aren’t necessarily a brand new concept, epinions, Amazon, among any others have provided dedicated outlets for customers to share their experiences over the years so that other consumers could heed the words of their peers before making a purchase. The ability to integrate reviews at the point of purchase empowered consumers to contribute content as well as help them make more informed decisions – before the purchase.