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On 16 December 2018, I had the pleasure of visiting the home town of my late Italian grandfather, a small hilltop community called Pollenza, in the lesser known region of Le Marche.

The results of empirical research show that 82% of consumers read online reviews, not to mention companies, which rely on them to assess their own performance. The utility of the review depends on a number of factors, such as the perceived identity of a reviewer, and the language used.