BUSINESS REPUTATION AND SOCIAL MEDIA: THE DEVELOPMENT OF A MARKETING STRATEGY BASED ON THREATS TO THE ENTERPRISE

BUSINESS REPUTATION AND SOCIAL MEDIA: THE DEVELOPMENT OF A MARKETING STRATEGY BASED ON THREATS TO THE ENTERPRISE

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With the emergence of the Interactive Web or (Web 2.0), social media applications gained enormous popularity among Internet users forcing businesses to adapt their marketing strategies to incoming threats. Various response strategies are classified according to the source of the reputation threat.

Bibliographic Details
Main Author: D. Golovanova
Format: Article
Language:English
Published: Publishing House of the State University of Management 2017-01-01
Series:Вестник университета
Subjects:
web 2.0
social media
reputation
reputation management
response strategies
social media threat
Online Access:https://vestnik.guu.ru/jour/article/view/576
Description
Summary:With the emergence of the Interactive Web or (Web 2.0), social media applications gained enormous popularity among Internet users forcing businesses to adapt their marketing strategies to incoming threats. Various response strategies are classified according to the source of the reputation threat.
ISSN:1816-4277
2686-8415

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