ONLINE REPUTATION MANAGEMENT AS AN INTEGRAL PART OF COMPANY BUSINESS MANAGEMENT
ONLINE REPUTATION MANAGEMENT AS AN INTEGRAL PART OF COMPANY BUSINESS MANAGEMENT

Author(s): Vladimír Hojdik, Štefan Majtán
Subject(s): Business Economy / Management, ICT Information and Communications Technologies
Published by: Masarykova univerzita nakladatelství
Keywords: online reputation; online reputation management; ORM; sentiment analysis; business management;
Summary/Abstract: Corporate reputation is one of the most important factors which influence the image of company in public. A positive reputation can result in many benefits for company and thus improve a corporate performance. Nowadays, companies need to deal with big challenges. Growing potential of Internet and digital technologies cause that companies have to manage their reputation in the online environment, too. Online marketing and online business activities of firms are forcing managers to pay attention to online reputation management (ORM). The aim of this paper is to bring the issue of online reputation management and underline its growing importance in business management. It also explains one of mostly used concepts for measuring the online reputation management – sentiment analysis and real examples of its usage. This work should also inspire managers to focus on building positive online reputation and manage it in a way it will be favourable for the company.

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