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Online Reputation Management
Abstract and Figures
Main objective of this book is to summarize and presenting results of the comprehensive research project aimed at examining of the problem of the importance of online reputation. The project is realized with the main aim to extend theoretical knowledge about the researched problem. There are used especially qualitative and quantitative methods of processing and those then serve as a basis for developing of the methodology of comprehensive and effective measures for the purposes of improving of the ORM platform in domestic conditions.
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... Despite the challenge in the form of organized corporate reputation management and the use of comprehensive measurement approaches, reputation is still a relatively unexplored area (Delina 2014, Dorčák, Markovič, Pollák 2017, Soviar et. Al 2019, Markovič, Dorčák, Pollák 2019). ...
... We expected, that the findings of the analyses will provide a better insight into the issue of sustainable brand development, by identify good practices, as well as highlighting weaknesses in the form of unclear communication of some parent companies in our sample. Within our research, we used the methodology of multi-factor analysis of online reputation, namely its modified version TOR, which we describe in more detail in our previous studies (Dorčák, Markovič, Pollák, 2017, Markovič, Dorčák, Pollák 2019, and which we would like to present as a priority possibility to measure the entire power of online reputation of a subject in the Internet environment. The measurement itself takes place in three steps, in first step, based on the chosen methodology, it is necessary to analyze the sentiment of the first ten keyword search results, namely own or established name of the particular subject through Google search. ...
The main aim of the paper is to discusses the issue of innovative approaches to the reputation management of the top family owned businesses and their brands. As the family business issue has many applications in managerial and economic sciences, we have decided to examine one of its parts, in the form of a perception on the issue of the reputation of the biggest players on the global market. From previous researches, we have found that in selected cases there is a significant difference between the distribution of information or in general in marketing communication of the parent company and the marketing communication of the brand owned by the company. This creates the
place for a more in-depth analysis, which we then dealt with in the present study. The findings of the analyzes will provide a better insight into the issue of sustainable brand development, by identify good practices, as well as highlighting weaknesses in the form of unclear communication of some parent companies in our sample.
... Based on our previous research [38][39][40][41] and the findings from our current analysis, we can state that regarding the specific nature of family businesses, given their approaches to branding, the businesses approach branding in a diverse way. It is obvious that in selected companies from the category of family businesses, specific brands literally fulfill the showcase of their business, they become ambassadors of perceived quality. ...
The reputation of companies is one of their key success factors. It is therefore necessary to value this intangible asset. In order to detect possible threats quickly, continuous monitoring of corporate reputation plays an important role in this valuation process. Family businesses are an ideal object for reputation management research, as through their brands they integrate tradition and addressability at the same time. The main aim of the paper is to discuss the issue of innovative approaches to the online reputation management. We performed an in-depth analysis of online reputation through an Advanced sentiment analysis on the significant sample of ten largest family-owned businesses in the world. Taking into account all relevant determinants of reputation such as Google as well as major social networks, namely Facebook, Twitter, YouTube, and LinkedIn. As there is a noticeable difference between the marketing communication of the parent company and the marketing communication of the brand owned by the company, the findings of the analyses will provide a better insight into the issue of sustainable brand development. By identify good practices, as well as highlighting weaknesses, our research has the ambition to contribute to the shift of knowledge in the field of reputation management.
This research paper aims to identify the modern trends of digital public relations that
can be employed in institutions to interact with the external environment. Thus, this can
be relied upon in establishing the outline of digital public relations and the mechanisms
of their application in institutions and the promotion of their services, and public
relations as a humanitarian and Administrative Science of a mutual trust amid the
organization and its various audiences. The modern trends of digital public relations in
the institution were not only limited to their administrative aspects, but also expanded to
include the responsibility of fulfilling two twin obligations which are public information
and the promotion of friendly relations between the institution and the public. Therefore,
the concept of public relations focuses on the property of fulfillment, whether in the
media or in the promotion of relations in order to achieve their interaction with the
periphery and their application mechanisms with it.
The issue of corporate reputation management in the time of accelerated digitization has been a subject of research by academics and practitioners for more than a decade. The aim of this study was to provide an insight into the issue of reputation management in the Internet environment in the time of global pandemic. As for the structure of the research, the study mapped two horizons of events, the first one being the onset of the pandemic in the first half of 2020, and the second one the period of cancellation of antipandemic measures after 24 months. The research was localized in the market of Central Europe, specifically in the online market of the Slovak Republic. This market synthesized two important factors, namely the highly developmental nature and at the same time the increased degree of restraint it experienced during the two years of the pandemic. A sophisticated online reputation analysis (sentiment analysis, analysis of reputation determinants, and data synthesis through the TOR indicator) was performed on a significant sample of e-commerce representatives, the results of which provided relevant findings on reputational challenges and reputational threats. Based on the findings, it can be stated that the market has adapted relatively quickly to the changed conditions. The pandemic represented a market opportunity rather than an existential threat for the subjects examined. It also played the role of an imaginary accelerator in the evolutionary transition from offline to online.
Die unterschiedlichen Formationen einer Kundenintegration im Hinblick ideativer und inventiver Dienstleistungs- und Neuprodukteentwicklungen stellen einen essentiellen Faktor des wirtschaftlichen Erfolges in der gegenwärtigen Arbeitswirklichkeit für Unternehmen dar. In dieser durchaus emergenten Epoche, die sich konstitutiv durch zunehmende Disruptionsprozesse kennzeichnet, seitens der Politik und Wirtschaft allerdings etymologisch und im Duktus polysem als Industrie 4.0 und Wirtschaft 4.0 bezeichnet wird, bedarf es problemexplorativ einer genaueren Diskursanalyse.
Infolge einer zunehmenden individualisierten, informatisierten und internationalisierten Gesellschaft, in der das cyberphysikalische Java API Web 3.0 nicht nur zur Transformation der Kommunikationsmatrix mittels websemantischer Algorithmen per se führte, besteht jedoch ein potentieller Mehrwert mittels Co-Creation. Der Kunde ist im Sinne der Aneignungsforschung nicht nur profaner Websitebesucher, sondern kann im Hinblick einer Conversion als ideativer und inventiver Prosumer determiniert werden, der im Rahmen einer integrativen, interaktiven und readaptiven Wertschöpfungsgüte den Unternehmen, dies in reziproker Weise, einen entscheidenden Benefit bieten. Unternehmen suchen nach Wegen mit dem Phänomen sowohl immer kürzerer Produktlebenszyklen als auch des zunehmenden Ressourcenmangels auf dem Fachkräftemarkt umgehen zu können.
Hlavným cieľom tohto príspevku je prostredníctvom dôkladnej analýzy identifikovať a následne popísať teoretické možnosti hodnotenia on-line reputácie vybraných subjektov pôsobiacich na slovenskom virtuálnom trhu. Výskum je založený na novom a veľmi aktuálnom fenoméne - význame on-line reputácie vybraných subjektov pôsobiacich na špecifickom type trhu. Cieľom tejto práce je taktiež prezentovať vybranú metódu hodnotenia on-line reputácie vybraných subjektov na základe najnovších poznatkov v oblasti manažérskych vied. Pre účely tejto analýzy sú subjekty reprezentované on-line prítomnosťou slovenských poskytovateľov zdravotnej starostlivosti na virtuálnom trhu. Cieľová skupina je zúžená na prvých 20 poskytovateľov zdravotnej starostlivosti podľa aktuálneho hodnotenia najväčšej slovenskej zdravotné poisťovne, tieto inštitúcie v rámci analýzy reprezentujú modelové subjekty, ktoré sa oficiálne prezentujú používateľom internetu na slovenskom virtuálnom trhu. Virtuálna reputácia týchto subjektov hodnotených v rámci analýzy je následne porovnávané s ich reputáciou v reálnom svete. V závere článku sú prezentované možnosti a odporúčania pre optimalizáciu virtuálnej reputácie ako aj nami identifikované odlišnosti vo vnímaní reputácie v rámci oboch zmienených typov trhu.
The aim of this paper in the first place is to analyse the theoretical possibilities of detection an On-Line reputation of selected providers of health care functioning on Slovak market. Research is based on new and very current phenomenon of the significance of on-line reputation of selected subjects in a specific type of market. For purposes of this paper, subjects are represented by on-line presence of Slovak providers of health care on virtual market. The target group is narrowed to top 25 Slovak providers of health care according current rating made by Slovakian major health Insurance Company, as the best representation of subjects from the field of health care which officially presented themselves to customers- internet users on the specific type of market. Virtual reputation of those subjects detected by sentiment analysis is compared to their reputation in brick world. In conclusion paper presents options and recommendations to optimizing virtual reputation as well as highlights the differences of perception of reputation in the traditional and in the virtual market.
The objective of the paper is to analyze and then interpret basic prerequisites for efficient use of selected e-marketing communication tools on the social networking site Facebook by small and medium enterprises predominantly operating in the Central European market. Related issues such as the impact of the absolute number of fans of the model fan page on the average number of likes, shares or comments are analyzed as a part of partial objectives. Small and medium enterprises predominantly operating in the Central European market, which actively use social networking site Facebook for their e-marketing communications are subjects of this analysis. From the perspective of main findings, basic recommendations for the efficient use of selected e-marketing communication tools on the social networking site Facebook are described in terms of improving the expected user interactions, based on two independent analyses, i.e. analysis of secondary data from one of the leading Slovak marketing agencies and the subsequent analysis of selected small and medium-sized enterprises (which, for the purposes of this paper, represent a model entity). The findings and information presented in this paper can help improve understanding of related issues affecting effective implementation of resources (time and finances) by entities using e-marketing tools, particularly e-marketing in the context of the social networking site Facebook for the purpose of self-promotion and branding.
The paper presents partial results of a comprehensive research of online reputation of small and medium-sized enterprises operating in specific market in Central Europe. More specifically it deals with the issue of online reputation of ecommerce entities operating in the relevant market. The objective of our analyses presented in this paper is to identify the main players from among the wide range of e-shops operating in the Slovak market, primary analysis of these entities reputation method Net Promoter Score (NPS), identify key factors for success in terms of customer preferences and review the extent to which changes in customer preferences are significant in relation to the reference studies undertaken in the relevant market in the past. Based on our findings recommendations for e-commerce entities with emphasis on preferences of their current as well as potential customers are formulated in order to improve competitiveness and increase efficiency.
The article deals with the issue of reputation, especially with the focus on a current phenomenon of reputation in the digital world of the Internet - online reputation - of selected public institutions operating in the domestic market. Sentiments of specifically selected twenty public universities and colleges are rated in two dimensions: virtual and real. The primary aim of this article is to investigate the existence of a statistically significant correlation between reputation of researched subjects in the real and virtual world. In conclusion paper presents options and recommendations for optimizing virtual reputation and highlights the differences of perception of reputation in the traditional and in the virtual market by understanding the differences between factors affecting traditional reputation and factors affecting reputation in digital world.
The paper discusses the issue of online reputation, more specifically the ways and methods of its measurements in selected entities operating in the automotive sector. A thorough multifactor analysis of reputation in the virtual world of the internet was conducted on a specific sample of entities/subjects - Top 15 European bestselling car brands of year 2014 operating on a selected market. Using a careful statistical testing relationships between factors were examined in order to identify and describe basic facts affecting online reputation of selected entities in the hyper competitive market environment of the internet. The findings identified by the analysis conducted on the selected part of the global market, can be effectively used in any market for the purpose of increasing competitiveness of selected entities from (not only) automotive industry. Patterns and variables affecting virtual reputation of these entities are relatively invariable across the global internet market.
An important part of our information-gathering behavior has always been to find out what other people think. With the growing availability and popularity of opinion-rich resources such as online review sites and personal blogs, new opportunities and challenges arise as people can, and do, actively use information technologies to seek out and understand the opinions of others. The sudden eruption of activity in the area of opinion mining and sentiment analysis, which deals with the computational treatment of opinion, sentiment, and subjectivity in text, has thus occurred at least in part as a direct response to the surge of interest in new systems that deal directly with opinions as a first-class object. Opinion Mining and Sentiment Analysis covers techniques and approaches that promise to directly enable opinion-oriented information-seeking systems. The focus is on methods that seek to address the new challenges raised by sentiment-aware applications, as compared to those that are already present in more traditional fact-based analysis. The survey includes an enumeration of the various applications, a look at general challenges and discusses categorization, extraction and summarization. Finally, it moves beyond just the technical issues, devoting significant attention to the broader implications that the development of opinion-oriented information-access services have: questions of privacy, vulnerability to manipulation, and whether or not reviews can have measurable economic impact. To facilitate future work, a discussion of available resources, benchmark datasets, and evaluation campaigns is also provided. Opinion Mining and Sentiment Analysis is the first such comprehensive survey of this vibrant and important research area and will be of interest to anyone with an interest in opinion-oriented information-seeking systems.
Already a significant human factor issue, trust is an especially hot topic in today's business world where so much of the contact is virtual. Providing the first elaboration on this subject, the authors conduct an interdisciplinary investigation into the many facets of trust as they relate to the design and management of virtual business environments. They explore trust between organizations, between business partners, as well as trust between employer and employee. Involving theory and practice, this work provides the first scientific and systematic evaluation of global trends and practices regarding trust between people in all aspects of their professional lives.