Study of Consumer Electronics Purchase Decisions in the Engagement Era by Weber Shandwick. A survey of US consumer electronics buyers finds people are paying more attention to reviews by peers than those by professional journalists. 

• 84% trust reviews on Amazon.com
• 76% trust those on BestBuy.com

To help address skepticism about authenticity, companies should adopt, and publicly announce, a policy restricting employees from commenting or contributing to customer reviews.  Infographic