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Sites like TripAdvisor have changed the way we buy. Thanks to review sites, we can now see behind a brand's sales promotion messages to learn how real people have rated their purchases, and make an informed decision before we buy. Review sites are routinely used by consumers to find, check and rate their experiences, whether that's of a hotel stay, a product purchase, or a utility company's customer service. Shopping has become an altogether more social experience. It follows that review sites aren't always plain sailing for brands.
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