University of Twente Student Theses


Reputation management : how to deal with online reputation threats?

Kizak, Cagri (2015) Reputation management : how to deal with online reputation threats?

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Abstract:Growing popularity of social media, which is established due to the development of information technology entails fundamental changes in both global business environment and organisational communication. Now, as conversations are situated in a new environment with free flow of unfiltered information, threats for corporate reputation evolve into a new degree of severity. In addition customer empowerment is integrated in the new context of social media, enhancing the importance for organisations to restructuring existing crisis communication strategies and adapting to the online social world. This research was performed in order to combine the existing crisis management strategies with the new arising online reputation threats. By conducting a critical literature review of well-established theories, discussing and analysing the articles, a solution for countering reputation threats is provided. It was found that existing crisis communication strategies are still applicable on the new social media environment, even though minor adjustments are required. In this context every department in an organisation has its own strategy but the role of public relations is critical in the implementation stage. Concluding, this research enlightens the importance of using social media as a tool for communicating with stakeholders instead of to stakeholders and turning threats into strategic advantages, which is illustrated in the case study.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science, 88 social and public administration
Programme:International Business Administration BSc (50952)
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