How Negative Reviews Can Derail Purchases

Ultimately, what matters more than the positive or negative tone of a review is its authenticity. When reviewers craft first person, passionate recommendations and offer storytelling around real-life product usage, they give consumers something to believe in. That's the real tipping point in the conversion to purchase.

Stacy DeBroff is founder and CEO of Influence Central, a provider of social media and influencer strategies. Stacy can be reached at stacy@influence-central.com.