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

Ruwan Ratnayaka; Jacquline Tham; Ferdous Azam; Sakinah Mohd Shukri

doi:10.24857/rgsa.v18n8-066

Authors

Ruwan Ratnayaka https://orcid.org/0000-0001-6880-0264
Jacquline Tham https://orcid.org/0000-0003-0966-2425
Ferdous Azam https://orcid.org/0000-0002-0001-3595
Sakinah Mohd Shukri https://orcid.org/0000-0002-9100-014X

DOI:

https://doi.org/10.24857/rgsa.v18n8-066

Keywords:

Online Reputation Management, Content Marketing Theory, Online Content Management, User-Created Content, Firm-Created Contents

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.

Downloads

Download data is not yet available.

References

Brown, E., & Kim, S. (2020). Collaborative Strategies in Online Reputation Management: Leveraging Influential Partnerships. Journal of Digital Marketing, 15(3), 210-225.

Brown, J., Smith, R., & Chen, L. (2023). Social Media Sentiment and Online Reputation Management: Strategies for Proactive Engagement. International Journal of Communication, 17, 335-352.

Chen, H., & Wang, Y. (2022). Synchronized Content Release and Online Reputation Management: Leveraging Timely Events for Strategic Impact. Journal of Marketing Research, 29(4), 412-427.

Chen, L., Smith, R., & Kapoor, A. (2021). Real-Time Engagement and Online Reputation Management: Strategies for Swift Response. Journal of Business Communication, 40(2), 185-198.

Gao, Y., & Li, Q. (2023). Emotional Impact of Content in Online Reputation Management: Building Connections with Audiences. Journal of Consumer Behavior, 8(1), 45-58.

Ghazizadeh, L., & Esfahanian, A. (2020). Metadata Optimization for Improved Online Reputation: Leveraging Structured Data Markup. International Journal of Information Management, 45, 210-225.

Huang, Y., Zhang, W., & Wu, J. (2022). User-Created Content and Online Reputation Management: Curating Authentic Engagement. Journal of Interactive Advertising, 12(3), 315-328.

Jiang, Q., Wang, J., & Li, S. (2023). Emerging Platforms and Online Reputation Management: Adapting Strategies for Brand Perception. Journal of Brand Management, 31(2), 198-212.

Kapoor, A. (2021). Storytelling Elements in Online Content Management: Crafting Engaging Narratives for Positive Reputation. Journal of Digital Communication Management, 14(4), 387-401.

Kim, S., & Lee, M. (2021). Crisis Communication and Online Reputation Management: Strategies for Prompt Response. Public Relations Review, 27(3), 301-316.

Kumar, R., Chen, L., & Wu, J. (2023). Integrated Online Reputation Management Campaigns: Leveraging the PESO Model for Holistic Engagement. Journal of Marketing Communications, 18(1), 82-97.

Li, Q., Zhang, W., & Chen, H. (2023). Artificial Intelligence in Online Reputation Management: Predictive Analytics for Strategic Positioning. Journal of Information Technology Management, 29(2), 150-165.

Smith, R., Chen, L., & Wang, Y. (2022). Visual Content and Online Reputation Management: Enhancing Engagement Through Imagery. Journal of Visual Communication, 25(4), 412-427.

Wang, J., Li, S., & Zhang, W. (2020). Online Reviews and Online Reputation Management: Understanding Consumer Perceptions. Journal of Consumer Research, 35(2), 189-204. DOI: https://doi.org/10.1093/jcr/ucab012

Wu, J., & Chen, H. (2021). Pre-emptive Content Strategies in Crisis Communication: Mitigating Negative Impacts on Online Reputation. Journal of Public Relations Research, 28(3), 301-316.

Zhang, W., & Kim, S. (2022). Interactive Content in Online Reputation Management: Fostering Audience Engagement Through Participation. Journal of Interactive Marketing, 20(1), 56-71.