Reputation of a social entity is an opinion about that entity, typically a result of social evaluation on a set of criteria. It is important in business, education, online communities, and many other fields. Reputation may be considered as a component of identity as defined by others. Reputation is known to be a ubiquitous, spontaneous, and highly efficient mechanism of social control in natural societies. Reputation thus acts as a great way to screen people and organizations. It is very clear that reputation is extremely important and people who disregard it are doing so at their own peril.

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