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Through our research, we discovered a large and thriving market for fake reviews. One of the most common mechanisms we found for procuring these reviews was via private Facebook groups: Sellers would use these groups to recruit people to purchase their products and leave an authentic-sounding five-star review, and then compensate them via PayPal for the cost of the product, any taxes and fees, and in some cases, a $5-10 commission. We also found that these groups would occasionally disappear, and then almost immediately be replaced by new, similar groups. However, this boost was short-lived. We had hypothesized that companies might be using fake reviews to address the "cold start" problem (i.e., that high-quality products without any reviews struggle to get noticed). This would suggest that once they began to build a positive reputation via fake reviews, real consumers would start buying these products and leave organic reviews, yielding a self-sustaining sales process. But instead, we saw that the increases in ratings, number of reviews, and sales tended to fade out within one to two months. Just eight weeks after the sellers stopped buying fake reviews, their products' average ratings fell by 6.3%, their sales ranks fell by 21.5%, and they started to receive large numbers of one-star ratings from unhappy customers. This suggests that these products were actually of lower quality, and customers likely felt deceived by the inflated ratings and reviews.

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