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Mobile communication is experiencing significant growth: the domain has been completely reshaped since the launch of the Apple iPhone (June 2007) and the ensuing development of so-called “smart phonesâ€. Furthermore, together with the expansion of new mobile artifacts, mobile...
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Purpose: This paper aims to discuss the evolution of the concept of reputation towards online reputation and real time reputation assessment and management. It starts by outline the role of reputation within the branding literature and explains the advantages of having a good (online)...
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