إدارة السمعة الإلكترونية في شركة بوبا العربية للتأمين التعاوني : دراسة حالة

الملخص EN

The research addressed the management of online reputation in Bupa Arabia company, by identifying the extent of the company’s field of study to manage its online reputation in addition to the availability of a specific strategy adopted by the company in that, and to identify the goals it seeks to achieve by managing the online reputation and the network sources and channels that the company is interested in monitoring its online reputation through.

the research also focused on revealing the online reputation management processes implemented by the company and the tools and programs used by the company for that.

the research used the method of case study; it also depended on the data collection on the interview tool.

one of the results of the research was the interest of Bupa Arabia company in managing its online reputation and the marketing communication unit is the unit concerned with the tasks of managing the company's online reputation.

the company tends to manage its online reputation through its official website on the internet and its official accounts on social networking platforms, in addition to complaints sites, electronic news articles and Wikipedia articles.

monitoring and surveillance of published electronic content, processing and evaluation of content, and response are processes that the company applies in managing its online reputation.

the company's strategy in responding to published electronic content includes responding to both negative and positive content.

the company used three tools to manage its online reputation, which is represented in engagor, meltwater, socialbakers.