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Online consumer review sites and platforms are tools that are widely used by consumers and are becoming embedded in both consumer behaviour and business models. A 2013 European Consumer Centres' Network web survey showed that 82% of respondents read consumer reviews before shopping. Tools for increasing consumer awareness and raising their trust in the market should not, however, mislead consumers with fake reviews, which, according to different estimates, represent between 1% and 16% of all 'consumer ...