User review
A user review is a review conducted by a computer user and published to a review site following product testing or the evaluation of a service. User reviews are commonly provided by consumers who volunteer to write the review, rather than professionals who are paid to evaluate the product or service. User reviews might be compared to professional nonprofit reviews from a consumer organization, or to promotional reviews from an advertiser or company marketing a product.
Fake reviews
Advertisers, marketers, and other stakeholders have motivation to produce fake positive user reviews for products they wish to promote or fake negative user reviews for products which they wish to disparage. In a fake user review, a bad actor will create a user account based on some marketing persona and post a user review purporting to be a real person with the traits of the persona. This is a misuse of the user review system, which universally only invite reviews from typical users and not paid fake personalities.