Fragile Intangible Capital: Measuring the Real Cost of Exposed Disinformation
When the market learns a firm's reputation was built on fabricated reviews, what does it cost — and does the damage heal?
Firms caught with fabricated reviews lose about 8% of foot traffic and 5–6% of transaction volume against demand-matched peers.
- The loss lands within a month and is still there at eighteen
- It outlasts both the warning banner and the advertising ban
- Penalties roughly double when the alert carries hard evidence
Design & identification
Controls — never-treated demand-side peers from the intermediary's own "People Also Viewed" graph (revealed substitution, not industry code or geography).
Estimate — −0.0763 (t = −3.52), N = 16,837 firm-months; entropy-balanced −0.0772 (t = −4.95).
Pre-trends — max |t| = 1.24; no effect in the alert month itself (−0.6%, t = −0.47).
Data — Yelp alerts × SafeGraph GPS foot traffic × Consumer Edge transactions, 2019–2024.
Get caught faking your reviews and you lose roughly 8% of your customers — permanently.
Eighteen months later the traffic has not come back, long after the warning label is gone.
Sun–Abraham estimates, month −1 omitted (◦). Filled = p<0.05. Months +8 and +9 are insignificant — a partial rebound while the ad ban is still active.

