Rivista e Edizione

Volume 14 (2022): Edizione 2 (November 2022)
Special Title: MarTech and SalesTech

Volume 14 (2022): Edizione 1 (May 2022)
Conscious Consumption

Volume 13 (2021): Edizione 2 (November 2021)
Brand Activism

Volume 13 (2021): Edizione 1 (May 2021)
The Dark Sides of Digital Marketing

Volume 12 (2020): Edizione 2 (November 2020)
The Reputation Economy

Volume 12 (2020): Edizione 1 (May 2020)
Crowd Innovation: Hype or Help

Volume 11 (2019): Edizione 2 (November 2019)
AI and the Machine Age of Marketing

Volume 11 (2019): Edizione 1 (May 2019)
The Future of Retailing

Volume 10 (2018): Edizione 2 (October 2018)
IoT - Consumers and the Internet of Things

Volume 10 (2018): Edizione 1 (May 2018)
Brand Risk Matters

Volume 9 (2017): Edizione 2 (November 2017)
The Connected Consumer

Volume 9 (2017): Edizione 1 (May 2017)
Digital Transformation

Volume 8 (2016): Edizione 2 (November 2016)
Marketing and Data Science

Volume 8 (2016): Edizione 1 (May 2016)
Responsible Marketing

Volume 7 (2015): Edizione 2 (November 2015)
Marketing Meets Product Design

Volume 7 (2015): Edizione 1 (May 2015)
Truly Accountable Marketing

Volume 6 (2014): Edizione 2 (November 2014)
Social Brand Engagement

Volume 6 (2014): Edizione 1 (May 2014)
Emotions in Marketing

Volume 5 (2013): Edizione 2 (November 2013)

Volume 5 (2013): Edizione 1 (May 2013)

Volume 4 (2012): Edizione 2 (November 2012)

Volume 4 (2012): Edizione 1 (May 2012)

Volume 3 (2011): Edizione 2 (November 2011)

Volume 3 (2011): Edizione 1 (May 2011)

Volume 2 (2010): Edizione 2 (November 2010)

Volume 2 (2010): Edizione 1 (May 2010)

Volume 1 (2009): Edizione 2 (November 2009)

Volume 1 (2009): Edizione 1 (May 2009)

Dettagli della rivista
Formato
Rivista
eISSN
2628-166X
Pubblicato per la prima volta
30 May 2019
Periodo di pubblicazione
2 volte all'anno
Lingue
Inglese

Cerca

Volume 12 (2020): Edizione 2 (November 2020)
The Reputation Economy

Dettagli della rivista
Formato
Rivista
eISSN
2628-166X
Pubblicato per la prima volta
30 May 2019
Periodo di pubblicazione
2 volte all'anno
Lingue
Inglese

Cerca

10 Articoli
Open Access

Editorial

Pubblicato online: 23 Oct 2020
Pagine: 3 - 3

Astratto

Open Access

Playing the Trust Game Successfully in the Reputation Economy

Pubblicato online: 23 Oct 2020
Pagine: 10 - 17

Astratto

Abstract

Hunting for “stars”, the icons of the reputation economy, is a prerequisite for survival in e-commerce in general and on sharing platforms in particular. The key to understanding the rise of reputation is trust, and the ability of a platform to provide this trust has become crucial in the past decade. Social media managers are now key players in marketing departments. One of their most important jobs is the careful curation of digital reputations. Marketers need to engage in diverse forms of reputation management and master several challenges in designing the right systems and utilizing reputation information in optimal ways. Engendering trust is more complex than gaining star ratings or positive reviews on owned or third-party platforms. How platforms are designed – in terms of how people can make bookings or orders and how users rate each other – is the key issue. It needs to be managed in a sophisticated way, especially in an era when topics such as racial and ethnic justice are key societal concerns.

Parole chiave

  • Digital Marketing
  • Reputation
  • Trust
  • Ratings
  • Sharing Economy
Open Access

Reaching for the Stars: The Role and Value of Digital Reputation

Pubblicato online: 23 Oct 2020
Pagine: 18 - 21

Astratto

Abstract

In the old economy, reputation was considered an important but somewhat underestimated intangible asset. In the digital economy, the significance of reputation is expanded in scope. It enables the building of trust among “quasi-strangers” who engage in an economic transaction. Reputation scores, usually in the form of feedback, ranking and rating systems, facilitate the building of trust in the absence of a direct relationship between sellers and buyers. Concomitantly with the rise of social network sites and the proliferation of metrics and analytics of all kinds, the era of the “reputation economy” has dawned. A good reputation usually brings further good evaluations. On the other hand, a bad reputation can be a long-term setback for a company. Having no reputation means virtual non-existence in the eyes of today’s consumers. Professional reputation management is therefore a core task that makes a decisive contribution to the success of a company.

Parole chiave

  • Digital Reputation
  • Trust
  • Sharing
  • Digital Economy
  • Platforms
Open Access

Navigating by the Stars: Current Challenges for Ensuring Trust in the Sharing Economy

Pubblicato online: 23 Oct 2020
Pagine: 22 - 27

Astratto

Abstract

Today, virtually all e-commerce and sharing-economy platforms rely on star ratings or similar systems to build trust between anonymous buyers and sellers. However, star ratings can be quite tricky as a navigation aid. Platforms and users face several challenges in making sure that reputation systems remain credible. Skewed ratings and low rating variance, however, make it difficult for users to differentiate good from bad products and services. To tackle the issue of retaliation, most platforms use so-called simultaneous review schemes, only publishing ratings once both parties have committed. Furthermore, platforms may offer individuals the opportunity to leave text reviews as a complement to numeric ratings. A growing number of platforms also use complex technical systems and algorithms to automatically identify, mark or delete fake news. To maintain legitimacy, platform operators need to design reputation systems with minimal negative side effects and make crucial decisions about the level of control they seek to enact.

Parole chiave

  • Trust
  • Ratings
  • Reputation
  • Fake Reviews
Open Access

Detecting and Mitigating Discrimination in Online Platforms: Lessons from Airbnb, Uber, and Others

Pubblicato online: 23 Oct 2020
Pagine: 28 - 33

Astratto

Abstract

Research has documented racial or ethnic discrimination in online marketplaces, from labor markets to credit applications to housing. Platforms should therefore investigate how platform design decisions and algorithms can influence the extent of discrimination in a marketplace. By increasing awareness of this issue, managers can proactively address the problem. In many cases, a simple but effective change a platform can make is to withhold potentially sensitive user information, such as race and gender, until after a transaction has been agreed to. Further, platforms can use principles from choice architecture to reduce discrimination. For example, people have a tendency to use whatever option is set as the default. If Airbnb switched, for instance, ist default to instant book, requiring hosts to actively opt out of it, the company could reduce the scope for discrimination. It is important that discrimination and possible solutions are discussed transparently.

Parole chiave

  • Market Design
  • Platform Design
  • Discrimination
  • Field Experiments
Open Access

Tit for Tat? The Difficulty of Designing Two-Sided Reputation Systems

Pubblicato online: 23 Oct 2020
Pagine: 34 - 39

Astratto

Abstract

In a two-sided reputation system, it is in the interest of both buyers and sellers to be a good transaction partner. What sounds wonderful in theory is unfortunately not so easy to implement in reality. Reputation systems can have flaws due to factors such as reciprocity and retaliation, selective reviewing, and reputation inflation. These flaws cause the ratings collected on the platform to diverge from the actual experiences that marketplace participants are having. When reputation systems are not thoughtfully designed, it can be hard to distinguish between the “high quality” and “low quality” interactions. This makes it difficult to identify and remove bad actors and increases the chances of a “bad match”. Innovations in reputation system design, such as simultaneous reveal of information, review incentives, and greater reliance on private feedback, are making it easier to implement two-sided systems while avoiding the common pitfalls.

Parole chiave

  • Reputation Systems
  • Bilateral Reviewing
  • Reciprocity
  • Reputation Inflation
Open Access

Tales from the Land of Consumer Reviews: Taking a Closer Look at Lurkers and Writers

Pubblicato online: 23 Oct 2020
Pagine: 41 - 45

Astratto

Abstract

While most consumers routinely read online reviews to inform their purchase decisions, the number of consumers who actively post reviews is astonishingly small. To find their way in the review jungle, readers process the information presented very selectively and pursue different objectives. They use different informational cues for their own decision-making, which often reflects rather stable patterns. Writers, too, are often less interested in presenting their experience as objectively as possible as contextual factors play an important role. Similar to the review readers, they act neither uniformly nor without biases. Whether they take up the pen at all depends, among other things, on whether they represent a majority or minority opinion and what image of themselves they want to convey. A profound understanding of the motives of readers and writers is important to improve one’s own rating system and requires special skills in the management of online ratings. Managers need to find ways to convert more lurkers into posters to get a more realistic picture of the experiences.

Parole chiave

  • Online Reviews
  • Information Processing
  • Decision-making
  • Electronic Word-of-Mouth
Open Access

It’s the Story, Stupid: The Consumer Reviews Most Likely to Influence Purchasing Decisions

Pubblicato online: 23 Oct 2020
Pagine: 46 - 51

Astratto

Abstract

Helpful reviews are like good movies or a good novel: if you’re hooked right away, you stay and remember. No matter how short, a review tells a story in much the same way as a novel. If you want to persuade, it should start with something dramatic and sensational or the key takeaway, rather than saving the best elements for the end. Narrative elements can change the way reviews influence people, and media literacy can go a long way. Social media influencers and professional reviewers should now also know that they are better off investing in creative writing or storytelling courses than choosing to analyze experiences factually. Further, software developers should learn to distinguish useful reviews from less helpful or relevant ones. With such skills, they can structure platforms in ways that make writing transporting, helpful, persuasive reviews as easy as possible and can develop algorithms that favor real and useful reviews.

Parole chiave

  • Consumer Choice
  • Consumer Research
  • Online Reviews
  • Storytelling
Open Access

Hosting Bags Instead of People

Pubblicato online: 23 Oct 2020
Pagine: 52 - 55

Astratto

Abstract

For many travelers, the problem is familiar: You check out from Airbnb and your flight is not till later. So you have time to still enjoy a city, but you’re stuck with your luggage, which stops you from really taking advantage of it. At this point, Stasher comes in. Stasher is the world's first international luggage storage network. Customers in many cities, mainly in the UK and Europe but also in North America, can now easily and inexpensively book short-term storage for their luggage 24/7 on the platform via the app. What’s more, they can do this locally, and not only near a train station or airport, with the chance for a nice chat plus insider advice on the area.

Open Access

Thrilled or Upset: What Drives People to Share and Review Product Experiences?

Pubblicato online: 23 Oct 2020
Pagine: 56 - 61

Astratto

Abstract

What drives people’s decisions to share product and service experiences? Several studies show that a sender’s emotional arousal is a relevant factor for social sharing. Experimental studies by the Nuremberg Institute of Market Decisions (NIM) confirm that increased arousal is associated with higher levels of social sharing. The results show that the emotional state of arousal, which was determined by voice analysis, should be a relevant variable for marketing managers to estimate whether or not consumers will share their experiences in social media. At least for spoken reviews, there is also an indication that higher arousal can even increase persuasiveness. To increase the chances of sharing positive reviews of a product or service, marketing managers should charge their brands and products with emotions, such as joy or surprise, as these activate more than pure satisfaction.

Parole chiave

  • Consumer Experience
  • Emotion
  • Social Sharing
  • Persuasion
10 Articoli
Open Access

Editorial

Pubblicato online: 23 Oct 2020
Pagine: 3 - 3

Astratto

Open Access

Playing the Trust Game Successfully in the Reputation Economy

Pubblicato online: 23 Oct 2020
Pagine: 10 - 17

Astratto

Abstract

Hunting for “stars”, the icons of the reputation economy, is a prerequisite for survival in e-commerce in general and on sharing platforms in particular. The key to understanding the rise of reputation is trust, and the ability of a platform to provide this trust has become crucial in the past decade. Social media managers are now key players in marketing departments. One of their most important jobs is the careful curation of digital reputations. Marketers need to engage in diverse forms of reputation management and master several challenges in designing the right systems and utilizing reputation information in optimal ways. Engendering trust is more complex than gaining star ratings or positive reviews on owned or third-party platforms. How platforms are designed – in terms of how people can make bookings or orders and how users rate each other – is the key issue. It needs to be managed in a sophisticated way, especially in an era when topics such as racial and ethnic justice are key societal concerns.

Parole chiave

  • Digital Marketing
  • Reputation
  • Trust
  • Ratings
  • Sharing Economy
Open Access

Reaching for the Stars: The Role and Value of Digital Reputation

Pubblicato online: 23 Oct 2020
Pagine: 18 - 21

Astratto

Abstract

In the old economy, reputation was considered an important but somewhat underestimated intangible asset. In the digital economy, the significance of reputation is expanded in scope. It enables the building of trust among “quasi-strangers” who engage in an economic transaction. Reputation scores, usually in the form of feedback, ranking and rating systems, facilitate the building of trust in the absence of a direct relationship between sellers and buyers. Concomitantly with the rise of social network sites and the proliferation of metrics and analytics of all kinds, the era of the “reputation economy” has dawned. A good reputation usually brings further good evaluations. On the other hand, a bad reputation can be a long-term setback for a company. Having no reputation means virtual non-existence in the eyes of today’s consumers. Professional reputation management is therefore a core task that makes a decisive contribution to the success of a company.

Parole chiave

  • Digital Reputation
  • Trust
  • Sharing
  • Digital Economy
  • Platforms
Open Access

Navigating by the Stars: Current Challenges for Ensuring Trust in the Sharing Economy

Pubblicato online: 23 Oct 2020
Pagine: 22 - 27

Astratto

Abstract

Today, virtually all e-commerce and sharing-economy platforms rely on star ratings or similar systems to build trust between anonymous buyers and sellers. However, star ratings can be quite tricky as a navigation aid. Platforms and users face several challenges in making sure that reputation systems remain credible. Skewed ratings and low rating variance, however, make it difficult for users to differentiate good from bad products and services. To tackle the issue of retaliation, most platforms use so-called simultaneous review schemes, only publishing ratings once both parties have committed. Furthermore, platforms may offer individuals the opportunity to leave text reviews as a complement to numeric ratings. A growing number of platforms also use complex technical systems and algorithms to automatically identify, mark or delete fake news. To maintain legitimacy, platform operators need to design reputation systems with minimal negative side effects and make crucial decisions about the level of control they seek to enact.

Parole chiave

  • Trust
  • Ratings
  • Reputation
  • Fake Reviews
Open Access

Detecting and Mitigating Discrimination in Online Platforms: Lessons from Airbnb, Uber, and Others

Pubblicato online: 23 Oct 2020
Pagine: 28 - 33

Astratto

Abstract

Research has documented racial or ethnic discrimination in online marketplaces, from labor markets to credit applications to housing. Platforms should therefore investigate how platform design decisions and algorithms can influence the extent of discrimination in a marketplace. By increasing awareness of this issue, managers can proactively address the problem. In many cases, a simple but effective change a platform can make is to withhold potentially sensitive user information, such as race and gender, until after a transaction has been agreed to. Further, platforms can use principles from choice architecture to reduce discrimination. For example, people have a tendency to use whatever option is set as the default. If Airbnb switched, for instance, ist default to instant book, requiring hosts to actively opt out of it, the company could reduce the scope for discrimination. It is important that discrimination and possible solutions are discussed transparently.

Parole chiave

  • Market Design
  • Platform Design
  • Discrimination
  • Field Experiments
Open Access

Tit for Tat? The Difficulty of Designing Two-Sided Reputation Systems

Pubblicato online: 23 Oct 2020
Pagine: 34 - 39

Astratto

Abstract

In a two-sided reputation system, it is in the interest of both buyers and sellers to be a good transaction partner. What sounds wonderful in theory is unfortunately not so easy to implement in reality. Reputation systems can have flaws due to factors such as reciprocity and retaliation, selective reviewing, and reputation inflation. These flaws cause the ratings collected on the platform to diverge from the actual experiences that marketplace participants are having. When reputation systems are not thoughtfully designed, it can be hard to distinguish between the “high quality” and “low quality” interactions. This makes it difficult to identify and remove bad actors and increases the chances of a “bad match”. Innovations in reputation system design, such as simultaneous reveal of information, review incentives, and greater reliance on private feedback, are making it easier to implement two-sided systems while avoiding the common pitfalls.

Parole chiave

  • Reputation Systems
  • Bilateral Reviewing
  • Reciprocity
  • Reputation Inflation
Open Access

Tales from the Land of Consumer Reviews: Taking a Closer Look at Lurkers and Writers

Pubblicato online: 23 Oct 2020
Pagine: 41 - 45

Astratto

Abstract

While most consumers routinely read online reviews to inform their purchase decisions, the number of consumers who actively post reviews is astonishingly small. To find their way in the review jungle, readers process the information presented very selectively and pursue different objectives. They use different informational cues for their own decision-making, which often reflects rather stable patterns. Writers, too, are often less interested in presenting their experience as objectively as possible as contextual factors play an important role. Similar to the review readers, they act neither uniformly nor without biases. Whether they take up the pen at all depends, among other things, on whether they represent a majority or minority opinion and what image of themselves they want to convey. A profound understanding of the motives of readers and writers is important to improve one’s own rating system and requires special skills in the management of online ratings. Managers need to find ways to convert more lurkers into posters to get a more realistic picture of the experiences.

Parole chiave

  • Online Reviews
  • Information Processing
  • Decision-making
  • Electronic Word-of-Mouth
Open Access

It’s the Story, Stupid: The Consumer Reviews Most Likely to Influence Purchasing Decisions

Pubblicato online: 23 Oct 2020
Pagine: 46 - 51

Astratto

Abstract

Helpful reviews are like good movies or a good novel: if you’re hooked right away, you stay and remember. No matter how short, a review tells a story in much the same way as a novel. If you want to persuade, it should start with something dramatic and sensational or the key takeaway, rather than saving the best elements for the end. Narrative elements can change the way reviews influence people, and media literacy can go a long way. Social media influencers and professional reviewers should now also know that they are better off investing in creative writing or storytelling courses than choosing to analyze experiences factually. Further, software developers should learn to distinguish useful reviews from less helpful or relevant ones. With such skills, they can structure platforms in ways that make writing transporting, helpful, persuasive reviews as easy as possible and can develop algorithms that favor real and useful reviews.

Parole chiave

  • Consumer Choice
  • Consumer Research
  • Online Reviews
  • Storytelling
Open Access

Hosting Bags Instead of People

Pubblicato online: 23 Oct 2020
Pagine: 52 - 55

Astratto

Abstract

For many travelers, the problem is familiar: You check out from Airbnb and your flight is not till later. So you have time to still enjoy a city, but you’re stuck with your luggage, which stops you from really taking advantage of it. At this point, Stasher comes in. Stasher is the world's first international luggage storage network. Customers in many cities, mainly in the UK and Europe but also in North America, can now easily and inexpensively book short-term storage for their luggage 24/7 on the platform via the app. What’s more, they can do this locally, and not only near a train station or airport, with the chance for a nice chat plus insider advice on the area.

Open Access

Thrilled or Upset: What Drives People to Share and Review Product Experiences?

Pubblicato online: 23 Oct 2020
Pagine: 56 - 61

Astratto

Abstract

What drives people’s decisions to share product and service experiences? Several studies show that a sender’s emotional arousal is a relevant factor for social sharing. Experimental studies by the Nuremberg Institute of Market Decisions (NIM) confirm that increased arousal is associated with higher levels of social sharing. The results show that the emotional state of arousal, which was determined by voice analysis, should be a relevant variable for marketing managers to estimate whether or not consumers will share their experiences in social media. At least for spoken reviews, there is also an indication that higher arousal can even increase persuasiveness. To increase the chances of sharing positive reviews of a product or service, marketing managers should charge their brands and products with emotions, such as joy or surprise, as these activate more than pure satisfaction.

Parole chiave

  • Consumer Experience
  • Emotion
  • Social Sharing
  • Persuasion

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