Integrated Frameworks for Effective Online Reputation Management: A Comprehensive Review of Theoretical Models and Interconnections

Abstract

Objective: Exploring interconnections among models and providing valuable insights for navigating ORM complexities in the digital landscape. Theoretical Framework: This review paper explores key theoretical frameworks pertinent to Online Reputation Management (ORM) in the digital era, including Content Marketing Theory (CMT), Online Content Management (OCM), Online Reputation Management Theory (ORMT), the PESO Model, and the Online Reputation Model. These frameworks provide diverse insights into ORM, covering content creation, media channel integration, and the impact of online reviews and user-generated content. Methodology: The research methodology entails a systematic literature review of scholarly articles, academic journals, books, and credible online sources across disciplines such as digital marketing and reputation management. Data collection includes recent scholarly publications and seminal works, synthesized to develop insights and recommendations for effective Online Reputation Management (ORM) practices. Results and Conclusion: The review emphasizes the interconnectedness of theoretical models in shaping effective ORM strategies. It stresses understanding and leveraging elements like content creation, media channels, and reputation monitoring. Adopting a holistic approach integrating insights from diverse frameworks helps organizations navigate the digital landscape and maintain a positive online reputation. Research Implications: The review provides actionable insights for improving ORM, offering a roadmap for navigating the digital landscape effectively and enhancing online reputation proactively. Originality/Value of this Review Paper: The paper offers original insights by analyzing ORM frameworks, providing actionable recommendations for effective reputation management, and advancing research in the digital age.