Brand Reputation in the Facebook Era

Abstract

The vitality of the Internet highlights the research relevance that online reputation studies are acquiring. Most available research suggests that online reputation might also be managed (Online Reputation Management, ORM). However, technology development has given consumers a digital fingerprint and impact on a brand reputation. Therefore, brand reputation management is eventually limited to some tools. A literature review was conducted to pay attention to the most important emerging research topics on the field and to identify interesting research areas.