The double jeopardy phenomenon and the electronic distribution of information

The aim of this paper is to attract attention to the double jeopardy phenomenon. Double jeopardy seems to very often go unnoticed by companies while they look for an explanation as to why their efforts to enhance the intensity of brand usage are unsuccessful. The clue is that the companies do not pay enough attention to raising the market share. Our discussion in this paper refers to informational websites. Our aim is not to form a final conclusion as to whether there is a double jeopardy phenomenon or not on this particular market. Instead, the conclusion is reached that although the double jeopardy pattern can be observed on the virtual market, the nature of virtual markets can oppose this phenomenon.