Управление на онлайн репутацията на българския бизнес в новата комуникационна среда
Management of the online reputation of the Bulgarian business in the new communication environment

Author(s): Miroslava Tsenkova
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: online reputation; Bulgarian companies; data protection; cyber risk; cyber threat; cyber insurance; new communication environment
Summary/Abstract: The global Covid-19 pandemic has faced unusual situations and challenges for businesses. The imposed measures and restrictions on the organizations could lead to serious losses, which have not only material dimensions, but also intangible consequences in the long run, related to the lack of trust and outflow of customers. Managing the online reputation of Bulgarian business in the new communication environment requires adequate implementation of effective communication strategies and targeted actions with the help of digital tools. Pre-prepared and working anti-crisis plans, good information and preparation, as well as quick finding of flexible answers and solutions in the conditions of various challenges, which would ensure the security of the organization in the network, are essential. The resulting pandemic situation has further increased the digital communication of business, which has created preconditions for hackers to expand the perimeter of cyber attacks and cybercrime. The capabilities of Bulgarian companies to protect their online reputation are not yet the subject of sufficient research in our country. The present study aims to trace the actions taken by companies in Bulgaria to prevent corporate reputation in the network. At the same time, the aim is to outline the extent of the use of personal data protection mechanisms, as well as to monitor the implementation of anti-crisis measures in the event of potential cyber threats on the network.

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