Most business owners assume that higher star ratings are linked to better business outcomes. A peer-reviewed study tested that assumption directly. Researchers Eddie Inyang and Juliana White surveyed 251 U.S. small-business owners on online reputation management , Google star ratings, and business performance. Notably, Google star ratings alone didn’t predict performance. What was associated with performance was the practice of ORM . Active reputation management correlated with better business results. Not the stars, but their behind-the-scenes work. What The Research Found The study , published in the Journal of Small Business Strategy, tested six hypotheses regarding ORM and small-business performance using partial least squares structural equation modeling. Five were supported. Customer orientation and Internet self-efficacy positively predicted ORM practices, with Internet self-efficacy having a stronger effect.…