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The Role of Social Media in Online Reputation Management: A Case Study of Automotive Companies in the Czech Republic

Year: 2024

Type: article

Abstract: This study examines how social media content strategies, including post frequency, content type, and sustainability-related topics, influence online engagement and perceived reputation for leading automotive companies in the Czech Republic such as Škoda, Hyundai, Audi, Kia, and BMW. By analyzing Facebook and Instagram posts from August to October 2023, the study explores how tailored content strategies shape audience trust, consumer perception and alignment with environmental values. The results show that Hyundai and BMW are leaders in the use of interactive and visually compelling content, while Kia has room for improvement. These findings highlight the critical role of social media management in enhancing online reputation through effective engagement strategies.

Source: Ekonomické rozhľady – Economic Review

DOI: 10.53465/er.2644-7185.2024.4.229-242

Authors: Klára Baštýřová, Kristián Kalamen, František Pollák

Institutions: Institute of Technology and Business, Bratislava University of Economics and Business

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Funders: Slovenská Akadémia Vied, Vedecká Grantová Agentúra MŠVVaŠ SR a SAV

Award: Výskum akcelerovanej digitalizácie v malých podnikoch s dôrazom na udržateľný rozvoj vzťahov so zákazníkmi