1 the Digitization of Word-of-mouth : Promise and Challenges of Online Reputation Mechanisms

  title={1 the Digitization of Word-of-mouth : Promise and Challenges of Online Reputation Mechanisms},
  author={Chrysanthos Dellarocas},
Online reputation mechanisms harness the bi-directional communication capabilities of the Internet in order to engineer large-scale word-of-mouth networks. They are emerging as a promising alternative to more established assurance mechanisms, such as branding and formal contracting, in a variety of settings ranging from online marketplaces to Internet search engines. At the same time, they are transforming a concept that had traditionally fallen within the realm of the social sciences into an… CONTINUE READING
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