The influence of social networks on corporate e-reputation : examples of e-reputation crises

Abstract EN

Social networks have become among the most developed, simple, and free tools for communication.

People use it daily for different personal or professional reasons.

Although it offers new challenges and opportunities, companies have become mindful of its significance and are paying more attention to their presence on social networks in order to protect their online reputation.

A single negative comment about their products or services, no matter if it is true or not, can influence the decisions of consumers and ruin their reputations, which is the most valuable asset for the firm.

Any theoretical concept can be easily understood with the help of cases and examples.

This paper discusses three cases of scandals or boycotts against multinational companies where social networks have had a direct impact on public opinion and have impacted the company's reputation, as the opinions of netizens are heard and such information goes viral.