Review sites are websites where people can post reviews about people, businesses, products, or services. Some of the characteristics of review sites are:
- Web 2.0 techniques: Review sites may use Web 2.0 techniques to gather reviews from site users or may employ professional writers to author reviews on the topic of concern for the site
- Self-selection bias: Most review sites make little or no attempt to restrict postings, or to verify the information in the reviews. Critics point out that positive reviews are sometimes written by the businesses or individuals being reviewed, while negative reviews may be written by competitors, disgruntled employees, or anyone with a grudge against the business being reviewed. Some merchants also offer incentives for customers to review their products favorably, which skews reviews in their favor
- Reviewer characteristics: Understanding online reviewer characteristics has become important, as such an understanding can help to identify the characteristics of trustworthy reviews. Some of the characteristics that have been studied include valence, rationality, and source
- Content characteristics: The content characteristics of online consumer reviews can make them more useful to readers. Some of the content characteristics that have been studied include the tone of the review, the level of detail, and the relevance of the review to the reader's needs
- Successful owner responses: Successful owner responses to reviews can help to improve the reputation of a business. Some of the characteristics of successful owner responses include being prompt, personalized, and professional