How do brands manage their reputation online, given consumers’ ability to direct discussion of the brand?
Qyqalla, Azemine Denisa (2023)
Qyqalla, Azemine Denisa
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060117124
https://urn.fi/URN:NBN:fi:amk-2023060117124
Tiivistelmä
In competitive marketplaces, strategic planning guides operations to attain the ultimate aim. Media and increased interaction in online brand marketing make reputation management programs essential. However, content and brand perceptions change constantly. Businesses, therefore, must monitor internet reviews and devise ways to enhance their image. Customers' capacity to steer brand debate, about how can companies manage their online reputation formed the main research question of this thesis. The research setting was based on local insurance company social media networks, which were used for the study, given the industry's data collection and analysis. Insurance companies and the financial services sector have been leading IT investors to create innovative products and services. Insurance companies fear losing their good reputation due to bad social media evaluations arising from extensive online usage. The research utilized data spanning 2018–2020. Brand reputation is a communication process among participants; thus, this study used a qualitative technique. Stakeholder data collecting adhered to subjective opinions only. Charts and tables were recommended to analyse situations often. Reviews totaled over 20,000—method-coded from content records. The initial description was formalized with a "start list" of extensive codes from collected literature indicating favorable or unfavorable client views of a brand. Consequently, real-time customer service on social media requires devoted online reputation management. And comprehensive customer service earns a good reputation. Plans cover platforms' channels without involving other corporate entities. Social media's frequent, rapid, and easy contacts affect brand reputation. Social media also allows use of new collaborative tools that may improve consumer engagement.