Abstract:

Today the Internet has become an integral part of human life. It has a direct impact on consumer behavior, thereby highlighting the need for companies to be online. Based on this, an organization´s reputation on the Internet plays an equally important role in consumer choice. It is an intangible asset that needs to be built up to improve market competitiveness. This article discusses a methodology for researching reputation on the Internet. Particular attention is paid to tools for researching an organization´s reputation on the Internet.

Keywords: reputation, reputation management, reputation research methodology, internet, SERM, reputation monitoring services