ONLINE IDENTITY AND REPUTATION IN CYBERSPACE: NEW TRENDS, STRATEGIES AND TOOLS TO PREVENT AND ADDRESS CRISIS COMMUNICATION SITUATIONS
ONLINE IDENTITY AND REPUTATION IN CYBERSPACE: NEW TRENDS, STRATEGIES AND TOOLS TO PREVENT AND ADDRESS CRISIS COMMUNICATION SITUATIONS

Summary/Abstract: The development of cyberspace communication has enabled individuals, groups and organizations to have brand new ways of presenting. Information content in various formats spreads in the Internet environment at a flash speed and in all directions, which can quickly damage the positive reputation and identity in a crisis situation. The online identity and reputation of an individual, group or organization is an increasingly valuable commodity, and any attempts to disturb or discredit it can bevery dangerous. The disclosure and dissemination of actual, distorted or fully-fledged information may have fatal consequences for the subject. Such practice is already an effective tool of political struggle. It is also used by media organizations, companies seeking to discredit competition, as well as various organizations and individuals trying to deliberately harm the opponent‘s good name. In this context, it is becoming increasingly important to use effective online reputation and online identity management tools. The aim of this study is to clarify the basic characteristics and attributes of this phenomenon, and then to find out what trends, strategies, procedures and tools are used in this field.

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