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Anne Mareike Flaswinkel on Muck Rack

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Why Do Small Brands Get Better Reviews? The Hidden Bias in Word of Mouth

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By Jan Klostermann, Chris Hydock, Anne Mareike Flaswinkel
| ama.org
Why does Five Guys have higher Yelp ratings than McDonald’s? Why do boutique hotels seem to outshine major chains? The answer might not be product quality but rather company size. Our Journal of Marketing study finds that larger companies tend to receive lower online ratings, even when their offerings are just as good. Our research team analyzed word-of-mouth (WOM) data from Yelp, Amazon, Twitter, and Instagram across thousands of companies.
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