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This paper explores the shift from passive reputation monitoring to active "identity engineering." It analyzes how algorithmic bias, viral social proof, and AI-generated content have turned online reputation into a volatile, quantifiable asset that dictates the economic survival of modern brands. 1. The Anatomy of Digital Trust The Dark Side of the Feedback Loop This
How blockchain might change review verification and ownership of one’s digital footprint. The technical battle to "bury" negative narratives on
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How brands like Domino's or KFC used radical transparency to flip a negative script.