The internet allows individuals to publish information about themselves and others at little or no cost. This feature of internet-enabled communication simultaneously encourages self-promotion and anonymous false evaluations of others. Such internet postings can lead to misjudgments and thereby result in erroneous decisions. A number of firms exist to repair, build and amplify internet reputations. These firms’ activity is governed by internet reputation repair law.

Studies evidence that a significant correlation exists between negative content search results (blogs, videos, forums and review sites) and internet visitors’ negative assessment of a website.

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