Positive reviews clearly increase the business of a firm. On the other hand, the study further shows that negative feedback can have a direct financial impact on businesses. For instance, 86% of potential customers said they would think hard about buying a product from a firm with adverse online testimonials. Likewise, an extra star on reviews builds a 5% to 9% average rise in revenue for a business, while just a solo bad review could result in a company eliminating about 30 customers from the roster. ICMediaDirect further suggests that getting positive reviews online results in sales.