Analysis of the Current State of Online Reputation of Public Institutions and the Possibilities of Its Improvement

  • Peter Dorčák, Dr. University of Prešov in Prešov, Faculty of Management, Department of Marketing and International Trade, Konštantínova, Prešov, Slovak Republic
  • František Pollák University of Prešov in Prešov, Faculty of Management, Department of Marketing and International Trade, Konštantínova, Prešov, Slovak Republic
  • Nella Svetozarovová University of Prešov in Prešov, Faculty of Management, Department of Marketing and International Trade, Konštantínova, Prešov, Slovak Republic

Abstract

The article deals with the issue of reputation, especially with the focus on a current phenomenon of reputation in the digital world of the Internet - online reputation - of selected public institutions operating in the domestic market. Sentiments of specifically selected twenty public universities and colleges are rated in two dimensions: virtual and real. The primary aim of this article is to investigate the existence of a statistically significant correlation between reputation of researched subjects in the real and virtual world. In conclusion paper presents options and recommendations for optimizing virtual reputation and highlights the differences of perception of reputation in the traditional and in the virtual market by understanding the differences between factors affecting traditional reputation and factors affecting reputation in digital world. 

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Caption List
Table 1 Sentiment individual results / position of results.
Table 2 Total score sentiments twenty Slovak public universities / colleges.
Published
2018-06-12
How to Cite
DORČÁK, Peter; POLLÁK, František; SVETOZAROVOVÁ, Nella. Analysis of the Current State of Online Reputation of Public Institutions and the Possibilities of Its Improvement. Journal of Business & Management (COES&RJ-JBM), [S.l.], v. 3, p. 397-405, june 2018. ISSN 2306-7179. Available at: <http://centreofexcellence.net/index.php/JBM/article/view/jbm.2015.3.3.397.405>. Date accessed: 19 july 2019.
Section
Articles