IDEAS home Printed from https://ideas.repec.org/a/prp/jattij/v4y2011i2p5-13.html

The Mechanism for Spreading Online Reputation

Author

Listed:
  • Rodolfo Baggio

    (Bocconi University, Italy)

Abstract

Acquiring a good reputation and being able to convey to an audience the good image of a company or a destination is a vital issue in today’s virtual world. The quality of what is transmitted and the influence of social networks through which the promotional or marketing messages are spread are the major elements at play. This work examines the second issue: how messages are spread over a social network. Through a series of numerical simulations this paper highlights the main factors affecting the diffusion of information in a social networked group and clarifies the role played by different actors with respect to the influence and importance of their position in the network.

Suggested Citation

  • Rodolfo Baggio, 2011. "The Mechanism for Spreading Online Reputation," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 4(2), pages 5-13.
    • Handle: RePEc:prp:jattij:v:4:y:2011:i:2:p:5-13
    as

    Download full text from publisher

    File URL: http://www.hippocampus.si/ISSN/2335-4194/4_2_5-13.pdf
    File Function: full text in English
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hinz, Oliver & Skiera, Bernd & Barrot, Christian & Becker, Jan, 2011. "Seeding Strategies for Viral Marketing: An Empirical Comparison," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 56543, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    2. Cai-Nicolas Ziegler & Georg Lausen, 2005. "Propagation Models for Trust and Distrust in Social Networks," Information Systems Frontiers, Springer, vol. 7(4), pages 337-358, December.
    3. Edoardo Mollona, 2008. "Computer simulation in social sciences," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 12(2), pages 205-211, May.
    4. Law, Rob & Qi, Shanshan & Buhalis, Dimitrios, 2010. "Progress in tourism management: A review of website evaluation in tourism research," Tourism Management, Elsevier, vol. 31(3), pages 297-313.
    5. López-Pintado, Dunia, 2008. "Diffusion in complex social networks," Games and Economic Behavior, Elsevier, vol. 62(2), pages 573-590, March.
    6. Andreas Grönlund & Petter Holme, 2005. "A Network-Based Threshold Model For The Spreading Of Fads In Society And Markets," Advances in Complex Systems (ACS), World Scientific Publishing Co. Pte. Ltd., vol. 8(02n03), pages 261-273.
    7. Andrea Galeotti & Sanjeev Goyal, 2009. "Influencing the influencers: a theory of strategic diffusion," RAND Journal of Economics, RAND Corporation, vol. 40(3), pages 509-532, September.
    8. Duncan J. Watts & Peter Sheridan Dodds, 2007. "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 441-458, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wang, Feng & Zhang, Xueting & Chen, Man & Zeng, Wei & Cao, Rong, 2022. "The influential paradox: Brand and deal content sharing by influencers in friendship networks," Journal of Business Research, Elsevier, vol. 150(C), pages 503-514.
    2. Florian Probst & Laura Grosswiele & Regina Pfleger, 2013. "Who will lead and who will follow: Identifying Influential Users in Online Social Networks," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(3), pages 179-193, June.
    3. Thomas Chesney, 2017. "The Cascade Capacity Predicts Individuals to Seed for Diffusion Through Social Networks," Systems Research and Behavioral Science, Wiley Blackwell, vol. 34(1), pages 51-61, January.
    4. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
    5. Elias Carroni & Paolo Pin & Simone Righi, 2020. "Bring a Friend! Privately or Publicly?," Management Science, INFORMS, vol. 66(5), pages 2269-2290, May.
    6. Pescher, Christian & Spann, Martin, 2014. "Relevance of actors in bridging positions for product-related information diffusion," Journal of Business Research, Elsevier, vol. 67(8), pages 1630-1637.
    7. Sarah Gelper & Ralf van der Lans & Gerrit van Bruggen, 2021. "Competition for Attention in Online Social Networks: Implications for Seeding Strategies," Management Science, INFORMS, vol. 67(2), pages 1026-1047, February.
    8. Jiang, Zhong-Yuan & Zeng, Yong & Liu, Zhi-Hong & Ma, Jian-Feng, 2019. "Identifying critical nodes’ group in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 514(C), pages 121-132.
    9. Nejad, Mohammad G. & Amini, Mehdi & Babakus, Emin, 2015. "Success Factors in Product Seeding: The Role of Homophily," Journal of Retailing, Elsevier, vol. 91(1), pages 68-88.
    10. Ling Zhang & Manman Luo & Robert J. Boncella, 2020. "Product information diffusion in a social network," Electronic Commerce Research, Springer, vol. 20(1), pages 3-19, March.
    11. repec:hal:pseose:halshs-00906367 is not listed on IDEAS
    12. Jie Gu & Yunjie Xu, 2022. "Battle of positioning: exploring the role of bridges in competitive diffusion," Journal of Computational Social Science, Springer, vol. 5(1), pages 319-350, May.
    13. López-Pintado, Dunia, 2012. "Influence networks," Games and Economic Behavior, Elsevier, vol. 75(2), pages 776-787.
    14. Ebbes, Peter & Huang, Zan & Rangaswamy, Arvind, 2016. "Sampling designs for recovering local and global characteristics of social networks," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 578-599.
    15. Moldovan, Sarit & Muller, Eitan & Richter, Yossi & Yom-Tov, Elad, 2017. "Opinion leadership in small groups," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 536-552.
    16. Kobayashi, Teruyoshi & Ogisu, Yoshitaka & Onaga, Tomokatsu, 2023. "Unstable diffusion in social networks," Journal of Economic Dynamics and Control, Elsevier, vol. 146(C).
    17. Förster, Manuel & Grabisch, Michel & Rusinowska, Agnieszka, 2013. "Anonymous social influence," Games and Economic Behavior, Elsevier, vol. 82(C), pages 621-635.
    18. Yansong Hu & Christophe Van den Bulte, 2014. "Nonmonotonic Status Effects in New Product Adoption," Marketing Science, INFORMS, vol. 33(4), pages 509-533, July.
    19. Hu, Hai-hua & Lin, Jun & Qian, Yanjun & Sun, Jian, 2018. "Strategies for new product diffusion: Whom and how to target?," Journal of Business Research, Elsevier, vol. 83(C), pages 111-119.
    20. Meyners, Jannik & Barrot, Christian & Becker, Jan U. & Bodapati, Anand V., 2017. "Reward-scrounging in customer referral programs," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 382-398.
    21. Tavasoli, Ali & Shakeri, Heman & Ardjmand, Ehsan & Young, William A., 2021. "Incentive rate determination in viral marketing," European Journal of Operational Research, Elsevier, vol. 289(3), pages 1169-1187.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:prp:jattij:v:4:y:2011:i:2:p:5-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alen Jezovnik (email available below). General contact details of provider: http://academica.turistica.si .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.