Sylvaine Castellano

Reputation, Image, and Social Media as Determinants of e-Reputation: The Case of Digital Natives and Luxury Brands

Although the Internet represents great opportunities for businesses, some firms that are evolving in the luxury industry were initially reluctant to engage in digital activities. However, over the past few years, digital natives represent a main reason for these firms to start adopting online strategies. Specifically, reputation and image are inherent to the luxury industry, and with social media, they are considered the determinants of e-reputation. Using an online survey design, the authors find that the influence of reputation, image and social media on e-reputation differs based on the status of the luxury brand traditional compared with modern and that digital natives moderate these links.

Investigating the Influence of E-Word-of-Mouth on E-Reputation

Abstract In real life, the recommendation of peers has the strongest influence on our decisions. Word-Of-Mouth (WOM) has become a major component of communication strategies and also influences reputation. But does WOM have an equally strong influence online? The current study aims to fill the gap in the literature regarding the influencing factors of e-reputation by studying the impact of e-WOM on e-reputation. Using a quantitative approach based on 251 French consumers, the results show that e-WOM influences e-reputation. More precisely, the study reveals that tie strength, valence, degree of influence, trust message quality, and source credibility have a positive impact on e-reputation. Homophily and content quality do not influence e-reputation.

Uncovering the role of virtual agents in co-creation contexts: An application to the online wine business

Purpose The purpose of this paper is to understand the roles of virtual agents in a virtual co-creation context by exploring their influence on online trust. An empirical study is conducted in the French online wine business to analyse the impacts of different dimensions of virtual agents on generating online trust. Design/methodology/approach Primary data were collected through a questionnaire targeting French online wine shoppers. Findings The results demonstrate a positive effect of the utility and hedonic functions of virtual agents on online trust. The findings also confirm the moderating role of the perceived risk. Research limitations/implications The authors’ convenience sample shows a bias towards a lack of familiarity with virtual agents. Practical implications Wine business actors need to consider their customers’ profiles in order to better adapt virtual agents’ functionality and hence improve their customers’ level of online trust while reducing their risk perception. Additionally, understanding virtual agents’ roles can help identify the underlying mechanisms that emerge in a co-creation process. Originality/value The study contributes to a better understanding of the human dimension of co-creation by examining the different roles of virtual agents as sources of customers’ online trust.

Guest Editors’ Introduction: When Reputation Goes On-Line: Challenges of E-Reputation Defining, Understanding and Measuring E-Reputation

Abstract E-reputation represents a growing concept in the academic sphere. Previous studies on online reputation were mainly focusing on definition and measurement issues. This special issue builds on past research and aims at further investigating the specificities of e-reputation. More specifically, we are interested in grasping the challenges of e-Reputation by analyzing its antecedents and consequences such as empowerment and e-word-of-mouth; and in different settings such as online communities and international business activities.