Vol. 12 / No. 2 / 2020
The Reputation Economy
Trust • Digital Reputation • Ratings • Reviews • Platforms • Sharing Economy • Digital Marketing
In this issue you will find cutting edge research on the reputation economy as we explore online reputation in all its complexity. We discuss the importance of rating system design in ensuring trust and investigate how platforms can reduce bias, eliminate fake reviews, and prevent discrimination. Marketers need to understand the role and mechanisms of rating systems. How do consumers process and use these ratings? Which types of reputation indicators are the most influential on consumers?
Giana Eckhardt, Professor of Marketing, King´s College London, England