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Challenges and Opportunities of Consumer Empowerment in Online Reputation Management

Challenges and Opportunities of Consumer Empowerment in Online Reputation Management

Agostino Vollero, Alfonso Siano
Copyright: © 2014 |Pages: 18
ISBN13: 9781466661141|ISBN10: 1466661143|EISBN13: 9781466661158
DOI: 10.4018/978-1-4666-6114-1.ch079
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MLA

Vollero, Agostino, and Alfonso Siano. "Challenges and Opportunities of Consumer Empowerment in Online Reputation Management." Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2014, pp. 1601-1618. https://doi.org/10.4018/978-1-4666-6114-1.ch079

APA

Vollero, A. & Siano, A. (2014). Challenges and Opportunities of Consumer Empowerment in Online Reputation Management. In I. Management Association (Ed.), Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications (pp. 1601-1618). IGI Global. https://doi.org/10.4018/978-1-4666-6114-1.ch079

Chicago

Vollero, Agostino, and Alfonso Siano. "Challenges and Opportunities of Consumer Empowerment in Online Reputation Management." In Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1601-1618. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6114-1.ch079

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Abstract

This chapter addresses the role of consumer empowerment in a social media context and its influence on the building of an online reputation. The main objective of the research herein is to delineate the “new” power of consumers when they operate within social media, such as blogs, social network sites, opinion platforms, and/or reputation-based systems, etc. To this end, the chapter aims to answer the following research questions: “What are the different categories and features of online consumer empowerment?” and “What is the role of empowered consumers in maintaining/developing a favourable online brand/corporate reputation?” From a practical standpoint, the identification of the decisive factors that support a firm's e-reputation can indicate how an organisation could benefit from online consumer empowerment, without being overwhelmed by it. Moving to conceptual implications, the prime value of this chapter is that it attempts to narrow the gap in the field in terms of existing research and suggests online reputation management as an interpretative key of a modern conceptualisation of e-marketing.

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