Brands Caught Astroturfing Risk Losing Customers

Most marketers say online "astroturfing"—the practice of generating fake online product reviews and testimonials—is unethical, and many would consider not buying from a brand if they discovered the brand was engaging in such a practice, according to a recent survey from R2integrated (R2i).

Online astroturfing refers to a social-media or online ad campaign that's disguised as spontaneous grassroots behavior. When brands engage in online astroturfing, reviews expressed within online communities appear to come from legitimate consumers, but are instead posted by hired individuals.

Online astroturfing is common: 87% of surveyed marketers say companies plant online reviews at least some of the time:

Many marketers blame social media: 85% say the proliferation of social media has increased the practice of online astroturfing and 8% say it has made the practice a necessary evil.
Below, other findings from R2i's survey of 284 marketing professionals, which explores attitudes toward online astroturfing.

Marketers Disapprove of Astroturfing

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