Online Reputation Management Strategies for Building and Maintaining a Positive Brand Image
Keywords:
Online Reputation Management, Brand Image, Customer Trust, Electronic Word of Mouth, Social Media Engagement, Online Reviews, Digital Marketing, Crisis Communication.Abstract
The rapid growth of digital technologies, social media, online review sites, and e-commerce
has fundamentally changed the way consumers interact with brands and assess corporate
reputation. In the modern digital market, a company's online reputation is a valuable strategic
asset that significantly impacts customer trust, purchase decisions, brand loyalty and long-term
competitive advantage. This has made Online Reputation Management (ORM) a crucial
business function that allows organisations to monitor, influence and improve public
perceptions by proactively managing digital content, feedback from consumers, online
reviews, social media interactions and crisis communications. Although the strategic
importance of ORM is on the rise, existing studies have largely concentrated on specific aspects
such as online reviews or social media engagement. Few studies have combined multiple ORM
strategies into an integrated framework to examine their collective impact on brand image. To
fill this gap, the present study purposed a comprehensive conceptual model that investigates
the impact of online review management, social media engagement, electronic word-of-mouth
(eWOM), crisis communication, and customer response management on positive brand image,
through customer trust as a mediating variable. Based on Signalling Theory, Social Exchange
Theory, and the Stimulus–Organism–Response (S–O–R) framework, the research applies a
quantitative research methodology and focuses on online consumers who have already
purchased digitally. It is proposed to examine the relationships among the study variables using
Structural Equation Modelling (SEM). It is anticipated that the findings would demonstrate
that the effective ORM strategies would greatly strengthen the customer trust which would in turn enhance a positive brand image and long-lasting customer relationships. The study
contributes to the literature by integrating contemporary digital marketing and reputation
management perspectives into a holistic theoretical framework. From a managerial perspective,
the findings offer practical guidance to organisations looking to strengthen their brand image,
enhance consumer engagement, effectively manage online crises, and develop sustainable
digital marketing strategies in an increasingly competitive online business environment.
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