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The Mechanism for Spreading Online Reputation

Author

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  • 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
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    References listed on IDEAS

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