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


  • Peter Dorčák aUniversity of Prešov in Prešov, Faculty of Management, Department of Marketing and International Trade, Konštantínova 16, Prešov, Slovak Republic
  • František Pollák
  • Nella Svetozarovová



online reputation, sentiment, public institution, marketing


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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How to Cite

Dorčák, P., Pollák, F., & Svetozarovová, N. (2015). Analysis of the Current State of Online Reputation of Public Institutions and the Possibilities of Its Improvement. Journal of Social Sciences (COES&Amp;RJ-JSS), 4(1), 664–673.