The impact of digital reputation on corporate capitalization: from theory to practice (on the example of the automotive industry)

The project research helped the researcher to propose a method of comprehensive assessment of business reputation that, along with the traditional multi-level approach to assessing factors (reputation at the macro level, industry and micro levels), taking into account external parameters of the organization's online activity as digital reputation, made it possible to identify new important evaluation criteria: content reputation, corporate website reputation, the reputation of a business on information searching platforms; reputation in social media. The research provides quantitative data that the presence, mentioning, public interest and emotions, and, as a result, the corporate reputation, can be tracked on information resources. The researcher made an effort to quantify the impact of the online reputation components on the market capitalization of a business.