Evaluating Corporate Reputation in the Digital Environment: Insights From a Systematic Literature Review

Abstract

Intensification of the use of digital technologies and communication channels in business practice significantly influences corporate reputation building and maintaining, by enabling more efficient reaching of target audiences and greater interactivity in communication. In the digital age, the practice of managing corporate reputation implies the continuous monitoring of various digital channels such as social media, and data analysis based on advanced analytics and artificial intelligence. As the increasing number of corporate communication and relation building practices takes on digital forms, with the intensification of this field in practice, the volume of research is also increasing. Therefore, the focus of this chapter is on providing a comprehensive overview of this topic, by conducting a systematic review of the relevant literature and by indicating the dominant areas of research, methodological frameworks that are applied for data collection and analysis and existing findings related to it.