Corporate Reputation and Social Media: A Game Theory Approach

Thierry Warin, Nathalie de Marcellis-Warin, William Sanger, Bertrand Nembot and Venus Hosseinali Mirza

CIRANO Working Papers from CIRANO

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 publicize and also protect. Social media are a formidable tool to publicize a firm's brand and improve its reputation. However, it can also be deadly. 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"

Keywords: social media; social economics; brand tribalism; corporate reputation (search for similar items in EconPapers)
JEL-codes: L14 M14 M21 M31 (search for similar items in EconPapers)
Date: 2013-07-01
New Economics Papers: this item is included in nep-ict, nep-ind, nep-ipr and nep-pr~
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Related works:
Journal Article: Corporate reputation and social media: a game theory approach (2015)
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Persistent link: https://EconPapers.repec.org/RePEc:cir:cirwor:2013s-18

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