<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2588-0934</journal-id>
<journal-title><![CDATA[Ñawi: arte diseño comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Ñawi]]></abbrev-journal-title>
<issn>2588-0934</issn>
<publisher>
<publisher-name><![CDATA[Escuela Superior Politécnica del Litoral ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2588-09342023000200163</article-id>
<article-id pub-id-type="doi">10.37785/nw.v7n2.a9</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[E-branding, la importancia de la gestión de la reputación en línea]]></article-title>
<article-title xml:lang="en"><![CDATA[E-branding, importance of online reputation management]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Peralta Fajardo]]></surname>
<given-names><![CDATA[Paul Gustavo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Cuenca  ]]></institution>
<addr-line><![CDATA[Cuenca ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>7</volume>
<numero>2</numero>
<fpage>163</fpage>
<lpage>174</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2588-09342023000200163&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2588-09342023000200163&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2588-09342023000200163&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: La reputación como valor intrínseco de una empresa es fundamental para su éxito, especialmente en la era digital, donde los consumidores tienen acceso a la información de manera instantánea. El e-branding se ha convertido en una herramienta importante no solo para la gestión sino también para la reputación en línea, permitiendo a las empresas controlar y moldear la percepción de su marca. El presente escrito se enfoca en dilucidar cómo las empresas utilizan esta herramienta para gestionar su reputación en línea, y cómo esto puede impactar en la confianza del consumidor y la imagen de marca. Se exploran y sugieren las estrategias empleadas por las empresas, incluyendo la creación de contenidos positivos, la respuesta a las críticas en línea y la activa participación en las redes sociales. También se examina cómo los consumidores perciben la gestión de la reputación en línea de las empresas, incluyendo la influencia de la autenticidad, la transparencia y la honestidad. Finalmente, se analiza cómo el e-branding puede afectar la confianza del consumidor y la imagen de marca, y cómo las empresas pueden utilizarla de manera efectiva para gestionar su reputación.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: 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.]]></p></abstract>
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<kwd lng="en"><![CDATA[Graphic design]]></kwd>
<kwd lng="en"><![CDATA[brand management]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
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</article-meta>
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