Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/308022 
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Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 41 [Issue:] 1 [Year:] 2024 [Pages:] 14-21
Verlag: 
Thexis Verlag, St.Gallen
Zusammenfassung: 
Integrating research from various disciplines, this article presents a systematic approach to online reputation management that consists of four steps: assessing the status quo; setting goals; evaluating possible interventions; implementing and monitoring the interventions. For each step, several activities are discussed, and a distinction is made between whether the company hosts reviews on its own website or a third-party website. Two different online review contexts are used to illustrate how the presented approach can help increase the effectiveness of management efforts while avoiding unintended negative consequences.
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