Abstract

The paper considers the concept of “reputation management” and the relationship of its basic elements, the structure of a reputational capital is defined and online reputation management (ORM) is allocated in a separate activity. Also in the article notion of ORM is formed, it was studied its structure and characteristics of implementation, defined milestones and media platforms for ORM company.

Keywords: image, reputation, on-line reputation, reputation management, reputation capital, ORM, information

Cite as: Mitsura O. & Khizhnyak, M. (2012). On-line reputation management: theoretical bases and methodological approaches. Marketing and Management of Innovations, 4, 121-129. https://doi.org/10.21272/mmi.2012.4-14

This work is licensed under a Creative Commons Attribution 4.0 International License

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