Designing a Measurement Scale for E-Reputation

• Autores: Vincent Dutot, Sylvaine Castellano
• Localización: Corporate Reputation Review, ISSN-e 1479-1889, Vol. 18, Nº. 4, 2015, págs. 294-313
• Idioma: inglés
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• Resumen

  • The concept of e-reputation has attracted substantial attention among practitioners but little attention among researchers. A review of the literature indicates that e-reputation mostly encompasses reputation and digital insights, but no clear definition of the term is provided. The present study designs the first scale for measuring for e-reputation. Potential items were drawn from the literature and insights from 55 digital business students. A focus group (10 professionals) and online survey (185 respondents) were used to provide the final data. The results suggest that e-reputation should be measured using 15 items in 4 dimensions (brand characteristic, website quality, service quality and social media)