4.4 Relationship between Online and Offline Reputation

Online reputation mechanisms are increasingly aggregating opinions about offline firms and products. For many of these firms, consumers have access to offline measures of reputation based on brands, physical stores, advertising, etc. As more and more consumers visit online forums it is important to understand how a firm’s online and offline reputations interact and how they influence consumer purchase decisions [24].


About Paul Resnick

Professor, University of Michigan School of Information Personal home page
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