Online reputation management

Dolle, R. ten (2014) Online reputation management.

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Abstract:Several years ago, companies could defend their reputation by controlling the information available about the company, through strategically placed press announcements and good public relations managers. Today, with the rise of Social Media; reputation management has been expanded with online reputation management. Companies have no advance notice or time to reflect on content of people on Social Media. When traditional customer attacks were brewing, companies had at least a warning and a modicum of control over how events will unfold. Nowadays, when a customer launches an attack on Social Media; companies have no control, and reputation damage can be the result. Reputation damage may have significant influence on the overall results of companies in the future. Online reputation management is the way by which companies can deal with customer attacks on Social Media, that is why companies have to organize and execute an effective online reputation management. The paper will explain the expanding of reputation management with online reputation management. Besides that, the paper will provide the field of a classification of the existing literature about online reputation management, extent the existing knowledge, supply management of recommendations for decision-making, and set directions for future research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/66224
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