Abstract
The reputation of companies is one of their key success factors. It is therefore necessary to value this intangible asset. In order to detect possible threats quickly, continuous monitoring of corporate reputation plays an important role in this valuation process. Family businesses are an ideal object for reputation management research, as through their brands they integrate tradition and addressability at the same time. The main aim of the paper is to discuss the issue of innovative approaches to the online reputation management. We performed an in-depth analysis of online reputation through an Advanced sentiment analysis on the significant sample of ten largest family-owned businesses in the world. Taking into account all relevant determinants of reputation such as Google as well as major social networks, namely Facebook, Twitter, YouTube, and LinkedIn. As there is a noticeable difference between the marketing communication of the parent company and the marketing communication of the brand owned by the company, the findings of the analyses will provide a better insight into the issue of sustainable brand development. By identify good practices, as well as highlighting weaknesses, our research has the ambition to contribute to the shift of knowledge in the field of reputation management.
Highlights
The issue of reputation is relatively complicated, as the very concept of reputation integrates in itself economic, managerial, philosophical, or even theological aspects
In the visualization (b) it is possible to identify significant differences in the total online reputation of entities and their brands, we considered it essential to decompose this shift into the visualization of Social media strength, which is presented through the following Scheme 1
The discussion is divided into two parts, in the first part we discuss in general the findings from an in-depth analysis of the reputation of the parent companies, we will focus in more detail on the brands themselves owned by these companies
Summary
The issue of reputation is relatively complicated, as the very concept of reputation integrates in itself economic, managerial, philosophical, or even theological aspects. This multidisciplinary construct is gaining more prominence in business practice. From the point of view of organizations, the reputation acquires the nature of an intangible asset and it is necessary to approach it as a means that can generate benefits for the company Associated with this resource, we highlight the need to value this asset. The speed at which a virtual environment can generate the variables necessary to be considered is unparalleled in the traditional world At this point, we come to the need to identify appropriate methods and procedures for a comprehensive reputation analysis. The method we have been developing for almost a decade allows monitor key variables and prevent losses or even contribute to building a positive reputation
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