With more consumers relying on the Internet to decide where to eat and shop, setting up a website and social media accounts, responding to reviews on websites such as Yelp and weighing the purchase of online ads have become key factors in the success of a business - or its demise. A widely cited study in 2011 by Harvard Business School professor Michael Luca found that restaurants, primarily independent ones, saw a 5% to 9% rise in revenue because of a one-star increase in Yelp's rating. UC Berkeley professor Michael Anderson found that a half-star increase was enough to decrease reservation availability 19% during peak periods — a sign of a robust business. On the flip side, even one negative review in a search result can cause revenue to decline by a quarter or more, Brand.com President Michael Zammuto said. Get the full story at the Los Angeles Times