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Abstract
The future of product reviews in marketing and sales will require brands to leverage customer feedback to drive value, engagement, and growth. Key takeaways from this chapter are that product reviews affect consumer purchase decisions and trust, that they provide valuable information about customer needs and preferences, that they can be used to improve review strategies for different touchpoints, that they can be used to create and distribute content, that they can actively manage and engage with customer feedback, and that they can be trusted.
Keywords: Product reviews, social proof, customer feedback, marketing, authenticity
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