Measuring and Managing Online Reputation: The Organization Emergency of a General Model

Abstract

As the digital world has evolved, the consumer-company relationship and the customer journey have changed, creating new ways in which companies can monitor, manage, and improve their online reputation. This research aims to answer the main questions emerging from the literature on online reputation, combined with the practical needs of companies. Among these questions, the study seeks to answer the need to define online reputation, determine metrics for its measurement, and develop a general model for online reputation management in times of crisis. Through advanced social listening and sentiment analysis software, the comparative analysis of ten companies operating in the same sector identified three crucial metrics for measuring and comparing online reputation. Finally, by comparing five reputational crises of different natures, it was possible to define a general model of online crisis management. This study contributes to future academic literature research and business practice by providing concrete guidance for online reputation management.