Reputation, Image, and Social Media as Determinants of e-Reputation: The Case of Digital Natives and Luxury Brands

E-Reputation

E-reputation has often been viewed as an extension of online reputation, although it refers to the “elements of reputation which is derived from electronic contacts” (Chun and Davies, 2001, p.316). E-reputation results from the perception of the evaluating online communities, their intrinsic motivations, and their retention of online content.

E-reputation is multidimensional. Chun (2005) suggests three blocs that form the e-reputation mix: e-character (personality of the company); e-identity (website’s structure and ergonomics); and e-experience (defines the online user experience). Dutot and Castellano (2015) identified the following four dimensions: brand characteristics; quality of website; quality of service; and social media. E-reputation can also have several sources that academic research still must uncover. Hence, further investigation is needed regarding the underlying determinants of e-reputation. We first analyze the perception that audiences hold towards brands and firms – reputation and image – because offline mechanisms may influence e-reputation. Second, social media as online tools also influence e-reputation. Finally, digital natives are investigated because they may influence the way e-reputation is determined.