scholarly journals Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews

2014 ◽  
Author(s):  
Davide Proserpio ◽  
Georgios Zervas
Keyword(s):  
Reputation Management ◽  
Consumer Reviews ◽  
Online Reputation ◽  
The Impact

TripAdvisor and reputation: a case study of the hotel industry in Cyprus

2017 ◽  
Vol 12 (3) ◽  
pp. 316-334 ◽  
Author(s):  
Nicholas Nicoli ◽  
Evgenia Papadopoulou
Keyword(s):  
Social Media ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Reputation Management ◽  
Annual Reports ◽  
Content Type ◽  
Online Reputation ◽  
The Impact ◽  
And Training

Purpose The purpose of this paper is to examine the significance of TripAdvisor on reputation within the hotel industry. TripAdvisor encapsulates key themes in establishing an online reputation strategy in an evolving digital landscape. Design/methodology/approach Through the use of an exploratory case study, data were gathered primarily by means of a series of expert interviews within the hotel industry in Cyprus, today a mature holiday destination in Europe. Further data collection included a document search of presentations, annual reports, past surveys and sales and marketing literature from the examined industry. Findings Hotel communication practitioners are fully aware of the impact of social media in managing reputation. Constant monitoring, prompt responses, training and transparency were identified as key factors. Online reputation management needs to be taken into consideration when designing a comprehensive integrated communication strategy. Research limitations/implications Congruence amongst interviewees in certain areas could be on account of the homogeneity of practitioners, of their background and training and of similar organisational cultures across the locale of study. This leads to limits in the generalisations from this study’s findings. Practical implications Encouragement and training of employees were amongst the primary suggestions that emerged. An internal and external environmental scan, recognising possible strengths, weaknesses, opportunities and threats, which could assist in the effective engagement and monitoring of the organisation’s online presence, were also suggested. Originality/value The uniqueness of the study lies in its exploration of reputation management of a well-known traveller’s platform by addressing social media content in both a proactive and reactive manner.

scholarly journals ONLINE REPUTATION CONCEPTUALIZATION

2020 ◽  
Vol 3 (1) ◽  
pp. 65-76
Author(s):  
Shiddiq Sugiono
Keyword(s):  
Reputation Management ◽  
The Internet ◽  
Sources Of Information ◽  
Literature Study ◽  
Online Activity ◽  
Main Medium ◽  
Information And Communication ◽  
Online Reputation ◽  
The Impact ◽  
Activity Strategy

The development of information and communication technology is considered to have expanded the concept of reputation in the online realm. This expansion has an urgency for further investigation because in this case the internet has become the main medium used to find various sources of information. The purpose of this study is to further conceptualize online reputation and map the variables that become the impact of this concept based on studies from various academic literature. This article is a literature study using systematic literature review techniques through a qualitative approach. Basically, online reputation is rooted in the concept of word of mouth, this is consistent with the organizational reputation management model that has been formulated previously. The availability of various information on the internet becomes a source for someone to determine the reputation of an object. Online reputation must be followed by management efforts so that the expected results of the online activity strategy can be obtained. The variables that are the impact of online reputation management include: verification of asymmetric information, building personal and product brands, building brand loyalty, building trust in conducting online transactions.

Using DEMATEL to Build Decision Model of Online Reputation Management for Improving the Services of Marketing

2016 ◽  
pp. 127-146
Author(s):  
Ashutosh Yadav ◽  
Anil Kumar ◽  
Manoj Kumar Dash
Keyword(s):  
Online Communication ◽  
Online Marketing ◽  
Reputation Management ◽  
Social Aspect ◽  
Online Retail ◽  
Online Retailers ◽  
Marketing Data ◽  
Online Reputation ◽  
Post Purchase ◽  
The Impact

Online Reputation Management (ORM) is very important factor for any company in online retail industry but very little amount of work has been done by the researchers in this context. Taking into consideration online reputation, reputation management, online communication, social aspect, online ranking, incentives and post purchase service, this study utilised DEMATEL (Decision-Making Trial and Evaluation Laboratory) build an Influence Network Relation Map (INRM) model of these Online Reputation Management's factors for improving the online services of marketing. Data is collected through structured questionnaire by survey of experts. The results showed that online reputation is the most important factors followed by reputation management and social aspect is least important according given experts' opinions. The study also found out the impact within the factors and divided all factors into two groups i.e. cause group and effect group. The output of the study can help online retailers to make their online marketing strategies more effective to target and segmentation their customers.

SOCIALLY RESPONSIBLE MARKETING AS A TOOL OF ORGANIZATION'S REPUTATION MANAGEMENT

2017 ◽  
Author(s):  
Zoya Ostropolska ◽  
Keyword(s):  
Corporate Culture ◽  
Modern Society ◽  
Reputation Management ◽  
Corporate Ethics ◽  
Special Role ◽  
Communication Policy ◽  
Socially Responsible ◽  
Positive Image ◽  
Long Run ◽  
The Impact

It is noted that in modern socio-economic conditions the problem of social responsibility of business, which is based on the responsibility of the organization for the impact of its decisions on society, its welfare, the environment; the interrelation of such concepts as social corporate responsibility, corporate ethics, corporate culture, business ethics, social and ethical marketing, image, reputation is analyzed. Emphasis is placed on the fact that compliance with the principles of socially responsible marketing directly affects the formation of a positive image and reputation of the company, which in turn are the same assets of the company as others, but do not have a material component. The essence of the concepts "image" and "reputation" is revealed, the interrelation between these concepts is investigated and their fundamental differences are determined. The special role of trust in the process of managing the reputation of the organization is determined; the definition of trust as the basis for the formation of reputation is given; emphasis is placed on the crisis of confidence in modern society and approaches to overcoming this crisis. It is noted that the formation of trust is possible due to the openness of the company and public dialogue, which is based on the organization's communication policy, not only with the use of advertising in all its manifestations or PR technologies, but also certain social actions, active participation in public life. solving social problems, ie all those issues that are outside the scope of business, but indirectly affect it. It is concluded that socio-ethical, environmental, cultural problems have long acquired a global character, solving these problems brings additional benefits to business in the long run, strengthens its reputation and forms a positive image in society, to implement all these intentions designed socially responsible marketing , which becomes a tool in managing the reputation of the organization. It is noted that the problem of reputation management as an asset of the organization, which is becoming increasingly important and requires a strategic approach, needs special attention.

Causal Modelling and Analysis Evaluation of Online Reputation Management Using Fuzzy Delphi and DEMATEL

2017 ◽  
Vol 8 (1) ◽  
pp. 27-45 ◽  
Author(s):  
Anil Kumar ◽  
Manoj Kumar Dash
Keyword(s):  
Service Providers ◽  
Causal Modeling ◽  
Customer Relationship ◽  
Reputation Management ◽  
Fuzzy Delphi ◽  
Modeling Analysis ◽  
Factor Data ◽  
Corporate Social ◽  
Online Reputation ◽  
Structured Questionnaire

Online reputation management (ORM) is a significant and proactive tool that can reinforce the credibility of the service provider. Literature existing today on this topic has rarely reported on the causal modeling analysis from an ORM perspective. Therefore, the objective of this paper is to build a factor structure of ORM and to build the inter-relationship map amongst the criteria of each factor. To allow for vague human judgment, a fuzzy concept is employed in a form of Fuzzy Delphi. The DEMATEL technique has been used to develop a Network Relationship Map (NRM) among the criteria of each factor. Data has been gathered through a structured questionnaire conducted with a survey of experts. The study divided the criteria of each factor into cause-effect criteria. Findings of the study show that criteria such as distributed reputation system, trust, online competitive branding, website management, customer relationship, search engine optimization, corporate social responsibility, users' reach, competition/page views, purchase discounted products and cash back or money back fall under the cause group of ORM's factors. The results of this study can not only help service providers to enhance their reputation but can also guide them towards targeting their customers in an online platform.

scholarly journals SERM СТРАТЕГІЯ В МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

2021 ◽  
pp. 21-29
Author(s):  
О. В. Виноградова ◽  
Н. І. Дрокіна
Keyword(s):  
Search Engine ◽  
Reputation Management ◽  
Online Reputation

У статті обґрунтовано значимість заходів щодо управління репутацією в пошуковій видачі. Розглянуто поняття SERM (Search Engine Reputation Management) та ORM (Online Reputation Management), визначено основні їх відмінності. Побудовано структуру системи управління репутацією в мережі Інтернет (ORM) туристичного підприємства та виділено SERM як один з її напрямків. Сформульовано поняття SERM туристичного підприємства, визначено основне завдання управління репутацією в пошуковій видачі та мета SERM-стратегії туристичного підприємства. Побудована концептуальна модель розробки SERM-стратегії туристичного підприємства, яка має вигляд взаємозв’язаних та послідовних етапів розробки та реалізації заходів щодо створення у користувачів позитивної думки про туристичне підприємство у видачі пошукових систем. Запропоновано матрицю визначення тональності майданчиків при аналізі пошукової видачі по репутаційним запитам.

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