Análisis de la recomendación entre iguales en la reputación online de las organizaciones

Abstract

Corporate reputation is affected by the growing impact of online reputation, because of the weight of peer recommendations in social media. Digital prosumers' (McLuhan; Nevitt, 1972; Toffler, 1981; Tapscott, 1997) autonomy and ability on the internet have led them to integrate with stakeholders. Their role in relation to corporate reputation has barely been recognized. In the context of the definition of these concepts, this article proposes analysis models and tools for online reputation study, based on the communicative actions of prosumers. We take a qualitative methodology as the basic strategy to approach the knowledge of the public and the stakeholders. We carry out a critical theoretical review based on secondary sources. (English)