Whenever a marketer or a retailer discuss about social media then one question pops up in their mind that, is online product reviews are good or just waste of time and money? According to a surveying website which performed a research on online reviews, less than twenty six percent of marketers have ratings given by customer or the reviews. Ninety six percent of them feel that reviews are an effective way to increase the sales. It is now important to understand that why other marketers are not so keen on investing in online reviews. Dedicated Key for Online Shopping Other than obstacles and technology, there is a fear of bad reviews which is one of the biggest obstacles coming in the way of marketers and stopping them to consider online reviews as one of the option to increase the sales and profit margin in a big way.    A market expert suggests that marketers should accept the good and bad aspects of content which is generated by the users about their product or...