Do you rely on Yelp to decide whether to try someplace new? Or, do you not trust Yelp reviewers? If you see red flags while perusing Yelp reviews, you are not alone.
According to a recent report written by Michael Luca, assistant professor at Harvard Business School, and Georgios Zervas, an assistant professor of marketing at Boston University, up to 20% of all Yelp reviews are fake; this figure is up from 5% in 2006. This is especially problematic in light of an earlier study by Luca: after crunching Washington State Department of Revenue restaurant data, he found that a one-star rating hike on Yelp can mean a 5% to 9% rise in restaurant revenue.




