Analysis of the Current State of Online Reputation of Public Institutions and the Possibilities of Its Improvement

Peter Dorcák (), František Pollák and Nella Svetozarovová
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Peter Dorcák: University of Prešov in Prešov, Faculty of Management, Department of Marketing

Journal of Social Sciences (COES&RJ-JSS), 2015, vol. 4, issue 1, 664-673

Abstract: The article deals with the issue of reputation, especially with the focus on a current phenomenon of reputation in the digital world of the Internet - online reputation - of selected public institutions operating in the domestic market. Sentiments of specifically selected twenty public universities and colleges are rated in two dimensions: virtual and real. The primary aim of this article is to investigate the existence of a statistically significant correlation between reputation of researched subjects in the real and virtual world. In conclusion paper presents options and recommendations for optimizing virtual reputation and highlights the differences of perception of reputation in the traditional and in the virtual market by understanding the differences between factors affecting traditional reputation and factors affecting reputation in digital world.

Keywords: online reputation; sentiment; public institution; marketing. (search for similar items in EconPapers)
Date: 2015
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