Analysis of the Influence of Online Public Opinion on Corporate Brand Value: An Efficient Way to Avoid Unexpected Shocks from the Internet

Abstract

Nowadays, online public opinions (OPOs) significantly impact corporate brand value (CBV). To prevent corporate brand crises caused mainly by OPOs, it is essential to detect anomalies in OPOs related to corporate reputation in a timely manner. This study explores how dramatic changes in OPOs affect market capital value (MCV), the primary indicator of CBV, and aims to construct a CBV early warning evaluation model. First, a set of OPO indicators dedicated to CBV are selected based on correlation analysis between various popular OPO and CBV indicators collected through a literature review. The method of Criteria Importance Through Intercriteria Correlation (CRITIC) is then employed to determine the indicator weights using data collected from popular social media platforms. Finally, the vector auto-regression (VAR) model is applied to validate the effectiveness of the proposed evaluation model. A case study involving several Chinese enterprises shows that abnormal changes in their MCVs consistently follow abnormal fluctuations observed in their OPOs, with a significant delay. This finding enables managers to promptly detect potential crises from the internet and take actions to avoid unexpected shocks.