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E-reputation and its role in the overall evaluation of a company : A research into the dimensions of e-reputation and corporate reputation

Witvoet, N.N. (2019) E-reputation and its role in the overall evaluation of a company : A research into the dimensions of e-reputation and corporate reputation.

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Abstract:The present study aimed to provide insights in the relationship between e-reputation and corporate reputation and to explore possible relationships between dimensions of e-reputation and corporate reputation. Positive and negative messages (E-WOM valence) function as valuable predictive powers for reputations. Consequently, e-WOM valence was expected to create differences in e-reputation. Next, the predictive power of e-reputation on corporate reputation may not be equally important for online businesses and businesses with a physical store. Therefore, physical store presence is operated as moderating variable. 225 participants filled in an online survey sent via social media. The results demonstrate a positive influence of e-reputation on corporate reputation. Thereby, e-WOM valence positively influences e-reputation. E-reputation has an important role in the overall evaluation of a company. Yet, the predictive power of e-reputation on corporate reputation is not different for businesses that operate online or by means of a physical store. Also, various dimensions of e-reputation influence dimensions of corporate reputation. Thus, businesses with and without a physical store should focus on creating a favorable e-reputation whereby e-WOM valence is of great importance.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/80156
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