Proceedings of the 13th International Conference on New Ideas in Management, Economics and Accounting
Year: 2024
DOI:
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Using Social Media Monitoring to Manage Business Online Reputation
Shahrzad Yaghtin, Yu-Jung Cheng
ABSTRACT:
In today’s competitive business environment, building and maintaining a company’s reputation has become a major pillar for sustaining corporate growth and development. A company’s reputation is a multifaceted concept shaped by numerous internal and external factors. Over recent years, the influence of social media on customers’ perceptions of an organization’s reputation has been significantly increased. In other words, social media can play a crucial role in shaping a company’s online reputation. Regarding social media’s vast and huge audience engagement potential, social media monitoring emerged as an essential tool to monitor and manage the company’s reputation. Notwithstanding the importance of leveraging social media monitoring to control and manage the company’s reputation, the relevant academic research concerning the role of social media monitoring on business reputation is still limited. Especially, there is a paucity of knowledge in terms of the theoretical dimensions of leveraging social media monitoring to contribute to the company’s reputation. Hence, the main objective of this article is to provide a conceptual model that illustrates the key factors that shape business reputation and key metrics that can be leveraged to monitor the business e-reputation. The research model presents an assortment of internal factors including product-oriented, social-oriented, managerial-oriented, economic-oriented, and brand-oriented factors, and external factors including customers, stakeholders, and social networks that can affect business reputation on social media platforms as well as metrics that can be used to drive insights from a variety of user-generated content and data (i.e., visual, numerical, textual data) to monitor and manage business e-reputation.
keywords: Social media monitoring, Online-reputation, E-reputation, Business reputation, Social media