Abstract

http://ssrn.com/abstract=2326585
 


 



Corporate Reputation and Social Media: A Game Theory Approach


Thierry Warin


HEC Montreal; CIRANO

Nathalie De Marcellis-Warin


Center for Interuniversity Research and Analysis on Organization (CIRANO)

William Sanger


Center for Interuniversity Research and Analysis on Organization (CIRANO)

Bertrand Nembot


Center for Interuniversity Research and Analysis on Organization (CIRANO)

Venus Hossein Mirza


Center for Interuniversity Research and Analysis on Organization (CIRANO)

July 16, 2013

CIRANO - Scientific Publications 2013s-18

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.

Number of Pages in PDF File: 19

Keywords: social media, social economics, brand tribalism, corporate reputation

JEL Classification: L14, M14, M21, M31

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Date posted: September 17, 2013  

Suggested Citation

Warin, Thierry and de Marcellis-Warin, Nathalie and Sanger, William and Nembot, Bertrand and Hossein Mirza, Venus, Corporate Reputation and Social Media: A Game Theory Approach (July 16, 2013). CIRANO - Scientific Publications 2013s-18. Available at SSRN: http://ssrn.com/abstract=2326585 or http://dx.doi.org/10.2139/ssrn.2326585

Contact Information

Thierry Warin (Contact Author)
HEC Montreal ( email )
3000, Chemin de la Côte-Sainte-Catherine
Montreal, Quebec H2X 2L3
Canada
CIRANO ( email )
2020 rue University, 25th floor
Montreal H3C 3J7, Quebec
Canada
HOME PAGE: http://works.bepress.com/warin/
Nathalie De Marcellis-Warin
Center for Interuniversity Research and Analysis on Organization (CIRANO) ( email )
2020 rue University, 25th floor
Montreal H3C 3J7, Quebec
Canada
William Sanger
Center for Interuniversity Research and Analysis on Organization (CIRANO) ( email )
2020 rue University, 25th floor
Montreal H3C 3J7, Quebec
Canada
Bertrand Nembot
Center for Interuniversity Research and Analysis on Organization (CIRANO) ( email )
2020 rue University, 25th floor
Montreal H3C 3J7, Quebec
Canada
Venus Hossein Mirza
Center for Interuniversity Research and Analysis on Organization (CIRANO) ( email )
2020 rue University, 25th floor
Montreal H3C 3J7, Quebec
Canada
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