Online-Reputationsmanagement in den sozialen Medien zum Aufbau einer Unternehmensreputation. Analyse und Handlungsempfehlungen
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Bachelorarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Johannes Kepler Universität Linz, Sprache: Deutsch, Abstract: Das Ziel dieser Bachelorarbeit besteht darin, basierend auf einer sorgfältigen Literaturrecherche einen Überblick über das Online-Reputationsmanagement von Unternehmen zu geben und darüber hinaus Handlungsempfehlungen für den Aufbau von Unternehmensreputation und für die Vermeidung von Reputationsrisiken zu liefern. Zu diesem Zweck werden zuerst die Komponenten und Konsequenzen der Unternehmensreputation untersucht und anschlie end die Ziele und Aufgaben des Online-Reputationsmanagements sowie die Ma nahmen zur Reputationsbildung analysiert. Im Rahmen dessen wird ein besonderer Fokus auf das Reputationsmanagement in den sozialen Medien gelegt. Ein weiterer Themenschwerpunkt dieser Arbeit stellt die Corporate Social Responsibility dar, welche einen wesentlichen Beitrag zum Aufbau einer guten Reputation leistet. Dass eine gute Unternehmensreputation nicht nur firmenintern, sondern auch für Konsumenten und Arbeitnehmer in den letzten Jahren an Bedeutung gewonnen hat, ist unumstritten. Schlagwörter wie Corporate Social Responsibility und Reputationsmanagement bekommen immer mehr Aufmerksamkeit. Ein weiterer Aspekt, der die wirtschaftliche Umwelt in einen Wandel versetzt hat, ist die Digitalisierung. Unternehmen sind heutzutage transparenter denn je und der Online-Handel führt zu immer intensiverem Wettbewerb und Konkurrenz. Dies zeigt die Notwendigkeit für Unternehmen auf, intensiv Online-Reputationsmanagement zu betreiben, um sowohl Wettbewerbsvorteile als auch eine bessere Marktpositionierung zu generieren.
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