Resumen

PERALTA FAJARDO, Paul Gustavo. E-branding, importance of online reputation management. Ñawi [online]. 2023, vol.7, n.2, pp.163-174. ISSN 2588-0934.  https://doi.org/10.37785/nw.v7n2.a9.

Reputation as an intrinsic value of a company is essential for its success, especially in the digital age where consumers have instant access to information. E-branding has become an important tool not only for management but also for online reputation, allowing companies to control and shape their brand perception. This paper focuses on elucidating how companies use this tool to manage their online reputation and how this can impact consumer trust and brand image. Strategies employed by companies are explored and suggested, including creating positive content, responding to criticism online, and actively engaging in social media. It also examines how consumers perceive companies' online reputation management, including the influence of authenticity, transparency, and honesty. Finally, it analyzes how e-branding can affect consumer trust and brand image, and how companies can use it effectively to manage their reputation.

Palabras clave : Graphic design; brand management; branding; user.

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