PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET
The process offorming a positive reputation of a company in the global network acquires particular relevance for business in modern conditions. Online reputation management allows a company to create a positive online image, build loyalty to the company, and minimize negativity. As a result, the nec...
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| Format: | Article |
| Language: | Russian |
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North Caucasus Federal University
2022-02-01
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| Series: | Вестник Северо-Кавказского федерального университета |
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| Online Access: | https://vestnikskfu.elpub.ru/jour/article/view/354 |
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| _version_ | 1839588121464799232 |
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| author | I. Makhonina A. Gladysheva I. Chepurova |
| author_facet | I. Makhonina A. Gladysheva I. Chepurova |
| author_sort | I. Makhonina |
| collection | DOAJ |
| description | The process offorming a positive reputation of a company in the global network acquires particular relevance for business in modern conditions. Online reputation management allows a company to create a positive online image, build loyalty to the company, and minimize negativity. As a result, the necessity of forming a positive reputation of the company on the Internet was justified. First, the theoretical relationship between PR tools and a company's reputation in the global network is studied. Secondly, the main stages of reputation management, PR tools, as well as the main components of a company's positive reputation are analyzed. Third, the effectiveness of the company's positive and negative reputation is calculated. There was revealed a contradiction in Russian and international standards in relation to the value of reputation (goodwill), which required convergence of accounting standards. |
| format | Article |
| id | doaj-art-10d3d9aa9cbb49e885c7178bf8f6c811 |
| institution | Matheson Library |
| issn | 2307-907X |
| language | Russian |
| publishDate | 2022-02-01 |
| publisher | North Caucasus Federal University |
| record_format | Article |
| series | Вестник Северо-Кавказского федерального университета |
| spelling | doaj-art-10d3d9aa9cbb49e885c7178bf8f6c8112025-08-03T13:36:07ZrusNorth Caucasus Federal UniversityВестник Северо-Кавказского федерального университета2307-907X2022-02-01056776353PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNETI. Makhonina0A. Gladysheva1I. Chepurova2Tambov State University named after G.R. DerzhavinTambov State University named after G.R. DerzhavinTambov State University named after G.R. DerzhavinThe process offorming a positive reputation of a company in the global network acquires particular relevance for business in modern conditions. Online reputation management allows a company to create a positive online image, build loyalty to the company, and minimize negativity. As a result, the necessity of forming a positive reputation of the company on the Internet was justified. First, the theoretical relationship between PR tools and a company's reputation in the global network is studied. Secondly, the main stages of reputation management, PR tools, as well as the main components of a company's positive reputation are analyzed. Third, the effectiveness of the company's positive and negative reputation is calculated. There was revealed a contradiction in Russian and international standards in relation to the value of reputation (goodwill), which required convergence of accounting standards.https://vestnikskfu.elpub.ru/jour/article/view/354pr |
| spellingShingle | I. Makhonina A. Gladysheva I. Chepurova PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET Вестник Северо-Кавказского федерального университета pr |
| title | PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET |
| title_full | PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET |
| title_fullStr | PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET |
| title_full_unstemmed | PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET |
| title_short | PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET |
| title_sort | pr tools to manage the reputation of the company on the internet |
| topic | pr |
| url | https://vestnikskfu.elpub.ru/jour/article/view/354 |
| work_keys_str_mv | AT imakhonina prtoolstomanagethereputationofthecompanyontheinternet AT agladysheva prtoolstomanagethereputationofthecompanyontheinternet AT ichepurova prtoolstomanagethereputationofthecompanyontheinternet |