AN ANALYSIS OF PERCEIVED TOPICALITY OF WEBSITE CONTENT INFLUENCE IN TERMS OF REPUTATION MANAGEMENT

Robert Štefko, Radovan Bacik, Igor Fedorko () and Richard Fedorko
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Igor Fedorko: University of Prešov in Prešov, Faculty of Management

Polish Journal of Management Studies, 2015, vol. 12, issue 1, 177-185

Abstract: The main aim of the article is to analyse the influence of the up-to-date nature of a selected organization’s website content on the perception of its image in terms of reputation management from the consumers’ point of view through a research. The research intends to test the effectiveness of the impact of various elements of online marketing campaigns on the perception of organization by consumers. For this purpose we chose the company from among small and medium-sized businesses which actively engages itself in marketing campaigns in the Internet environment, and therefore it is possible to examine and evaluate the influence of these activities on the perception of the given organization. As shown by the research results, it can be assumed that the perceived up-to-date nature of the web content, regarding the chosen web pages, is directly dependent on the perceived influence of website on the image of the chosen company. Furthermore, the article aims to assess chances this issue brings to marketers and at the same time point out the main pitfalls.

Keywords: website content; reputation management; organization image; E-marketing (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (4)

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