Social media platforms have been used by firms for a variety of purposes including for attracting new customers, communicating with existing customers, building firms' brand image, among others. However, there is very little research on the content strategies adopted by traditional rival firms...

This study examines how sellers respond to changes in the design of reputation systems on eBay. Specifically, we focus on one particular strategic behavior on eBay’s reputation system – the sellers’ explicit retaliation and subsequent revoking of negative feedback provided by buyers. We...