Contemporary Trends in Electronic Word-of-Mouth Marketing from the Online Reputation Management Perspective
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Abstract
This paper reviews contemporary trends in electronic word-of-mouth (eWOM) marketing from the perspective of online reputation management (ORM). It highlights the dual nature of eWOM, presenting both opportunities for brand enhancement and risks of reputational damage. The objective of this study is to analyze how businesses can leverage eWOM opportunities and implement effective ORM strategies. Results indicate that businesses that effectively manage eWOM and ORM can achieve significant improvements in brand perception, customer engagement, and overall market performance. The study also concludes that sustainable growth in the modern economic landscape requires businesses to stay updated with technological advancements and continuously adapt their ORM strategies. It provides a roadmap for businesses to enhance their marketing communications and reputation management efforts.
