Online reputation management with an Electronic word of mouth approach
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Keywords:
online reputation, online reputation management, social media management, E-WOM
Abstract
Opportunities for managing online reputation for organizations have now begun to be captured by business activists in the communication technology industry in Indonesia. Several corporations from various industries have tried this service to increase their reputation in the digital world, especially on social media. One of the service companies that started to run an online reputation management business and became the subject of this research is Company S, which provides the service of managing reputation in social media. Company S's managing online reputation will be analyzed using three stages of online reputation management: prevention, reaction, and evaluation. This study uses a qualitative approach and the nature of descriptive research, using case study methods, and collecting data using interviews and observations. As a result, Company S has implemented the process of online reputation management in the service they provide. The use of e-WOM, the presence of influencers, the selection of suitable social media, and attractive content planning also affect the online reputation of the clients' organizations.
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Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of business research, 67(8).
Castellano, S., & Dutot, V. (2017). Investigating the influence of E-word-of-mouth on E-reputation. International Studies of Management & Organization, 47(1).
Chalençon, L., Colovic, A., Lamotte, O., & Mayrhofer, U. (2016). Reputation, E-Reputation, and Value-Creation of Mergers and Acquisitions. International Studies of Management & Organization, 47(1).
Dolle, R. (2014). Online reputation management. Bachelor's thesis, University of Twente.
Dutot, V., & Castellano, S. (2015). Designing a measurement scale for e-reputation. Corporate Reputation Review, 18(4).
Elemonie, A. (2020). The role of social media in shaping airline’s image. Jurnal Komunikasi Profesional, 4(2).
Elmada, M. A., & Salamah, U. (2018). Behind The Scene of Social Media Political Campaign (The Study of Political Campaign in Social Media Service Provider). 2nd INDO IGCC.
Kaul, A., Chaudhri, V., Cherian, D., Freberg, K., Mishra, S., Kumar, R., . . . Carroll, C. E. (2015). Social media: The new mantra for managing reputation. Vikalpa, 40(4).
Kemp, S. (2022, February 22). DIGITAL 2022: INDONESIA. Retrieved from Data Reportal: https://datareportal.com/reports/digital-2022-indonesia
Kreutzer, R. T. (2012). Corporate reputation management in den sozialen Medien. Wiesbaden: Gabler Verlag.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches. Pearson Education Limited.
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic Analysis: Striving to Meet the Trustworthiness Criteria. International Journal of Qualitative Methods.
Ott, L., & Theunissen, P. (2015). Reputations at risk: Engagement during social media crises. Public relations review, 41(1).
Proserpio, D., & Zervas, G. (2017). Online reputation management: Estimating the impact of management responses on consumer reviews. Marketing Science, 36(5).
Seker, S. E., & Eryasor, E. (2015). Generating Digital Reputation Index: A Case Study. Procedia - Social and Behavioral Sciences.
Seker, S., Cankir, & Arslan, M. (2014). Information and Communication Technology Reputation for XU030 Quote Companies. International Journal of Innovation, Management and Technology .
Stradtman, L. R. (2012). Online Reputation Management for Dummies®. New Jersey: John Wiley & Sons, Inc.
Tsou, A. (2019). Managing brand reputation in a dynamic, eWOM service industry environment. Doctoral dissertation, Queensland University of Technology.
Van Ruler, B. (2015). Agile public relations planning: The reflective communication scrum. Public Relations Review, 41(2).
Vartiak, L. (2015). Benefits of online reputation management for organizations operating in various industries. TRANSCOM 2015, (pp. 270-276).
Yazan, B. (2015). Three approaches to case study methods in education: Yin, Merriam, and Stake. The qualitative report, 20(2), 134-152.
Published
2022-05-27
How to Cite
Elmada, M. A. G., Elmaresa, M. V., Wardhani, S., & Putri, W. A. N. (2022). Online reputation management with an Electronic word of mouth approach. Jurnal Komunikasi Profesional, 6(2), 119-128. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4483
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