The role of social media in shaping the digital reputation of contemporary organizations.
DOI:
https://doi.org/10.24054/face.v21i1.1033Keywords:
Reputación digital, redes sociales, organizaciónAbstract
The digital reputation of a company is a social construct based on the cognitive perception of stakeholders related to the company in virtual environments, and it currently represents one of the most important success factors. Through documentary research, different perspectives regarding reputation and digital reputation are presented. It is highlighted that mobile devices, the Internet, and social media have become important elements in shaping the digital reputation of an organization. Finally, the value of digital reputation as an intangible asset capable of representing a competitive advantage for the contemporary organization is emphasized.
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