Corporate reputation and social media: a game theory approach
by Thierry Warin; Nathalie De Marcellis-Warin; William Sanger; Bertrand Nembot; Venus Hosseinali Mirza
International Journal of Economics and Business Research (IJEBR), Vol. 9, No. 1, 2015

Abstract: Corporate reputation is more and more the most valuable asset for a firm. In this day and age, corporate reputation, although an intangible asset is and will grow as the most essential asset to publicise and also protect. Social media are a formidable tool to publicise a firm's brand and improve its reputation. However, it can also be deadly. Indeed, associated with social media comes the 'buzz', i.e., the means to spread at an unprecedented speed and scale any information being true or false. In this paper, our aim is to propose a game theory approach with both a finite and an infinite horizon. The model presented here helps us evaluate the impact of social media on a firm's reputation. It also highlights the important parameters of a firm's reputation in this new digital era.

Online publication date: Sun, 30-Nov-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Economics and Business Research (IJEBR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com