Corporate Reputation Management Through the Facebook Social Network

Mujica A.C.; Mendoza Moreno V.N.; Turriate-Guzman A.M.; Bravo-Guevara D.R.; Cordova-Robles C.B. · 2023 IEEE 6th International Conference on Computer and Communication Engineering Technology, CCET 2023 (2023) · DOI: 10.1109/ccet59170.2023.10335123

Resumen

This research paper documents the corporate reputation management of organizations through the social network Facebook. The study answers the question: What is known about corporate reputation on Facebook in the Scopus database during the last five years? This theoretical review takes sources from Ebsco and Scopus. It is also carried out under the PRISMA method. In the process of the bibliographic search, keywords associated with the subject of the research question were established: corporate reputation and Facebook. Among the findings, it was evidenced that organizations recognize the intangible value of corporate reputation and that Facebook is the digital platform with the broadest reach, making it an effective exhibition portal. In conclusion, researchers have a wide field of study on the Facebook platform if they seek to analyze corporate reputation, as it is an opportunity to study the impact of technology on the advertising of corporate philosophy.

Instituciones: Universidad Peruana de Ciencias Aplicadas; Universidad Privada del Norte