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Challenges for Corporate Reputation—Online Reputation Management in Times of Global Pandemic

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  • František Pollák

    (Faculty of Corporate Strategy, Institute of Technology and Business in České Budějovice, Nemanická 436/7, 370 10 České Budějovice, Czech Republic
    Faculty of Business Management, University of Economics in Bratislava, Dolnozemská Cesta 1/b, 85235 Bratislava, Slovakia)

  • Peter Markovič

    (Faculty of Business Management, University of Economics in Bratislava, Dolnozemská Cesta 1/b, 85235 Bratislava, Slovakia)

Abstract

The issue of corporate reputation management in the time of accelerated digitization has been a subject of research by academics and practitioners for more than a decade. The aim of this study was to provide an insight into the issue of reputation management in the Internet environment in the time of global pandemic. As for the structure of the research, the study mapped two horizons of events, the first one being the onset of the pandemic in the first half of 2020, and the second one the period of cancellation of antipandemic measures after 24 months. The research was localized in the market of Central Europe, specifically in the online market of the Slovak Republic. This market synthesized two important factors, namely the highly developmental nature and at the same time the increased degree of restraint it experienced during the two years of the pandemic. A sophisticated online reputation analysis (sentiment analysis, analysis of reputation determinants, and data synthesis through the TOR indicator) was performed on a significant sample of e-commerce representatives, the results of which provided relevant findings on reputational challenges and reputational threats. Based on the findings, it can be stated that the market has adapted relatively quickly to the changed conditions. The pandemic represented a market opportunity rather than an existential threat for the subjects examined. It also played the role of an imaginary accelerator in the evolutionary transition from offline to online.

Suggested Citation

  • František Pollák & Peter Markovič, 2022. "Challenges for Corporate Reputation—Online Reputation Management in Times of Global Pandemic," JRFM, MDPI, vol. 15(6), pages 1-18, June.
    • Handle: RePEc:gam:jjrfmx:v:15:y:2022:i:6:p:250-:d:830374
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    References listed on IDEAS

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    1. Veronika Škerháková & Viktória Ali Taha & Denis Tirpák & Štefan Kráľ, 2022. "Perception of Corporate Reputation in the Era of Digitization: Case Study of Online Shopping Behavior on Young Consumers," Sustainability, MDPI, vol. 14(21), pages 1-14, November.
    2. František Pollák & Peter Markovič & Helena Majdúchová, 2023. "Reputation of Electric Vehicles in the Environment of Carbon Reduction and Accelerated Digitization," Energies, MDPI, vol. 16(9), pages 1-24, April.

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