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ONLINE İTİBAR YÖNETİMİNİN AKADEMİK MANZARASI: KÜMELER, EĞİLİMLER VE BOŞLUKLAR

Yıl 2025, Cilt: 15 Sayı: 3, 850 - 866, 01.07.2025

Güliz Müge Akpınar

https://doi.org/10.7456/tojdac.1674078

Öz

Dijital çağda, kurumların nasıl algılandığını belirleyen en önemli unsurlardan biri online itibardır. Örgütler açısından itibar, farklı paydaşlarla güven ilişkisi kurularak korunması ve uzun vadeli başarının sürdürülebilmesi için kritik öneme sahiptir. Bilgiye hızlı erişim, olumlu içeriklerin müşteri sadakati oluşturmasına ve marka değerini artırmasına katkı sağlarken; kısa sürede geniş kitlelere ulaşabilen olumsuz içerikler ise krizlere yol açabilmektedir. Özellikle sosyal medyanın etkisi, itibarı proaktif bir şekilde yönetmeyi zorunlu kılmaktadır. Online itibar, kamuoyu algılarını şekillendirdiği gibi kurumların yönetsel ve finansal performanslarını da doğrudan etkilemektedir. Bu çalışmada, online itibar yönetimi alanındaki akademik literatürün sistematik olarak değerlendirilmesi, önemli araştırma boşluklarının belirlenmesi ve literatüre katkı sağlanması amaçlanmıştır. Bu doğrultuda, Web of Science veri tabanında "online reputation management" anahtar sözcükleriyle yapılan taramalar sonucunda elde edilen 116 yayın, VOSviewer yazılımı aracılığıyla bibliyometrik analiz yöntemiyle incelenmiştir. Elde edilen bulgular, yazar atıf analizleri, iş birliği ağları ve anahtar kelime analizleri çerçevesinde değerlendirilmiş; böylece literatürdeki temel araştırma kümeleri, kavramsal bağlantılar ve mevcut boşluklar ortaya konmuştur. Çalışma sonucunda, disiplinler arası iş birliğinin sınırlı olduğu, yapay zekâ gibi yeni teknolojilerin literatüre yeterince entegre edilmediği ve araştırmaların ağırlıklı olarak büyük ölçekli firmalar üzerinde yoğunlaştığı tespit edilmiştir.

Anahtar Kelimeler

Online İtibar Yönetimi Sosyal Medya İtibar Yönetimi Kriz İletişimi Bibliyometri.

Kaynakça

  • Alfonso, G., & Suzanne, S. (2008). Crisis Communications Management on the Web: How Internet‐Based Technologies are Changing the Way Public Relations Professionals Handle Business Crises. Journal of Contingencies and Crisis Management, 16(3), 143-153. https://doi.org/10.1111/j.1468-5973.2008.00543.x
  • Allcott, H., & Gentzkow, M. (2017). Social Media and Fake News in the 2016 Election. Journal of Economic Perspectives, 31(2), 211-236. https://doi.org/10.1257/jep.31.2.211
  • Arruda, H., Silva, E. R., Lessa, M., Proença Jr., D., & Bartholo, R. (2022). VOSviewer and Bibliometrix. Journal of the Medical Library Association, 110(3), 392-395. https://doi.org/10.5195/jmla.2022.1434
  • Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & Leadership, 38(6), 43-49. https://doi.org/10.1108/10878571011088069
  • Başer, E. (2023). Bilimsel İletişim Bağlamında “Dijital Reklamcılık” Çalışmalarının Bibliyometrik Analizi. İletişim Kuram ve Araştırma Dergisi, 63, 71-87. https://doi.org/10.47998/ikad.1227007
  • Becker, K., & Lee, J. W. (2019). Organizational Usage of Social Media for Corporate Reputation Management. The Journal of Asian Finance, Economics and Business, 6(1), 231-240. https://doi.org/10.13106/JAFEB.2019.VOL6.NO1.231
  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271. https://doi.org/10.1016/j.bushor.2012.01.007
  • Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91-109. https://doi.org/10.1111/j.1468-2370.2005.00109.x
  • Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163-176. https://doi.org/10.1057/palgrave.crr.1550049
  • Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148. https://doi.org/10.1016/j.bushor.2014.10.003
  • Dereli, A. B. (2024). VOSVIEWER İLE BİBLİYOMETRİK ANALİZ. Communicata. https://doi.org/10.32952/communicata.1517725
  • Dirik, D., Eryilmaz, İ., & Erhan, T. (2023). Post-Truth Kavramı Üzerine Yapılan Çalışmaların VOSviewer ile Bibliyometrik Analizi. Sosyal Mucit Academic Review, 4(2), 164-188. https://doi.org/10.54733/smar.1271369
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
  • Einwiller, S., & Will, M. (2008). Towards an integrated approach to corporate branding—Findings from an empirical study. Içinde M. Meckel & B. F. Schmid (Ed.), Kommunikationsmanagement im Wandel (ss. 231-247). Gabler. https://doi.org/10.1007/978-3-8349-9772-2_13
  • Eriksson, M. (2018). Lessons for Crisis Communication on Social Media: A Systematic Review of What Research Tells the Practice. International Journal of Strategic Communication, 12(5), 526-551. https://doi.org/10.1080/1553118X.2018.1510405
  • Fombrun, C. J. (1996). Realizing Value from the Corporate Image. Harwvrd Business School Press.
  • Fombrun, C., & Riel, C. V. (t.y.). The Reputational Landscape.
  • Fombrun, C., & Shanley, M. (1990). WHAT’S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY. Academy of Management Journal, 33(2), 233-258. https://doi.org/10.2307/256324
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
  • Hutton, J. G. (1999). The Definition, Dimensions, and Domain of Public. Public Relations Review, 25(2), 199-214. https://doi.org/10.1016/S0363-8111(99)80162-3
  • Hutton, J. G., Goodman, M. B., Alexander, J. B., & Genest, C. M. (2001). Reputation management: The new face of corporate public relations? Public Relations Review, 27(3), 247-261. https://doi.org/10.1016/S0363-8111(01)00085-6
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
  • Lazer, D. M. J., Baum, M. A., Benkler, Y., Berinsky, A. J., Greenhill, K. M., Menczer, F., Metzger, M. J., Nyhan, B., Pennycook, G., Rothschild, D., Schudson, M., Sloman, S. A., Sunstein, C. R., Thorson, E. A., Watts, D. J., & Zittrain, J. L. (2018). The science of fake news. Science, 359(6380), 1094-1096. https://doi.org/10.1126/science.aao2998
  • Oncioiu, I., Popescu, D.-M., Anghel, E., Petrescu, A.-G., Bîlcan, F.-R., & Petrescu, M. (2020). Online Company Reputation—A Thorny Problem for Optimizing Corporate Sustainability. Sustainability, 12(14), 5547. https://doi.org/10.3390/su12145547
  • Özgür, Ö. F. (2023). İTİBAR YÖNETİMİ KONULU LİSANSÜSTÜ TEZLERİN BİBLİYOMETRİK ANALİZİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26, 303-320. https://doi.org/10.29029/busbed.1300096
  • Palenchar, M. J., & Heath, R. L. (2007). Strategic risk communication: Adding value to society. Public Relations Review, 33(2), 120-129. https://doi.org/10.1016/j.pubrev.2006.11.014
  • Rindova, V. P., Williamson, I. O., Petkova, A. P., & Sever, J. M. (2005). Being Good or Being Known: An Empirical Examination of the Dimensions, Antecedents, and Consequences of Organizational Reputation. Academy of Management Journal, 48(6), 1033-1049. https://doi.org/10.5465/amj.2005.19573108
  • Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523-538. https://doi.org/10.1007/s11192-009-0146-3
  • Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146-1151. https://doi.org/10.1126/science.aap9559
  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188. https://doi.org/10.1016/j.tourman.2009.02.016

SCHOLARLY LANDSCAPES OF ONLINE REPUTATION MANAGEMENT: CLUSTERS, TRENDS AND GAPS

Yıl 2025, Cilt: 15 Sayı: 3, 850 - 866, 01.07.2025

Güliz Müge Akpınar

https://doi.org/10.7456/tojdac.1674078

Öz

In the digital age, online reputation has become one of the most critical factors shaping public perception of organizations. Reputation is vital for maintaining trust-based relationships with stakeholders and ensuring long-term success. While positive content builds loyalty and enhances brand value, negative content can lead to crises, especially due to the rapid spread of information on social media platforms.This study aims to systematically evaluate the academic literature on online reputation management, identify research gaps, and contribute to the field. A total of 116 publications retrieved from the Web of Science database using the keyword online reputation management were analyzed through bibliometric methods using VOSviewer software.The findings, assessed through author citation, collaboration, and keyword analyses, reveal the main research clusters, conceptual linkages, and gaps in the literature. The study highlights limited interdisciplinary collaboration, insufficient integration of emerging technologies like artificial intelligence, and a predominant focus on large-scale enterprises, while emphasizing the need for more inclusive and diversified approaches.

Anahtar Kelimeler

Online Reputation Management Social Media Reputation Management Crisis Communication bibliometrics.

Kaynakça

  • Alfonso, G., & Suzanne, S. (2008). Crisis Communications Management on the Web: How Internet‐Based Technologies are Changing the Way Public Relations Professionals Handle Business Crises. Journal of Contingencies and Crisis Management, 16(3), 143-153. https://doi.org/10.1111/j.1468-5973.2008.00543.x
  • Allcott, H., & Gentzkow, M. (2017). Social Media and Fake News in the 2016 Election. Journal of Economic Perspectives, 31(2), 211-236. https://doi.org/10.1257/jep.31.2.211
  • Arruda, H., Silva, E. R., Lessa, M., Proença Jr., D., & Bartholo, R. (2022). VOSviewer and Bibliometrix. Journal of the Medical Library Association, 110(3), 392-395. https://doi.org/10.5195/jmla.2022.1434
  • Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & Leadership, 38(6), 43-49. https://doi.org/10.1108/10878571011088069
  • Başer, E. (2023). Bilimsel İletişim Bağlamında “Dijital Reklamcılık” Çalışmalarının Bibliyometrik Analizi. İletişim Kuram ve Araştırma Dergisi, 63, 71-87. https://doi.org/10.47998/ikad.1227007
  • Becker, K., & Lee, J. W. (2019). Organizational Usage of Social Media for Corporate Reputation Management. The Journal of Asian Finance, Economics and Business, 6(1), 231-240. https://doi.org/10.13106/JAFEB.2019.VOL6.NO1.231
  • Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271. https://doi.org/10.1016/j.bushor.2012.01.007
  • Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91-109. https://doi.org/10.1111/j.1468-2370.2005.00109.x
  • Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10(3), 163-176. https://doi.org/10.1057/palgrave.crr.1550049
  • Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148. https://doi.org/10.1016/j.bushor.2014.10.003
  • Dereli, A. B. (2024). VOSVIEWER İLE BİBLİYOMETRİK ANALİZ. Communicata. https://doi.org/10.32952/communicata.1517725
  • Dirik, D., Eryilmaz, İ., & Erhan, T. (2023). Post-Truth Kavramı Üzerine Yapılan Çalışmaların VOSviewer ile Bibliyometrik Analizi. Sosyal Mucit Academic Review, 4(2), 164-188. https://doi.org/10.54733/smar.1271369
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
  • Einwiller, S., & Will, M. (2008). Towards an integrated approach to corporate branding—Findings from an empirical study. Içinde M. Meckel & B. F. Schmid (Ed.), Kommunikationsmanagement im Wandel (ss. 231-247). Gabler. https://doi.org/10.1007/978-3-8349-9772-2_13
  • Eriksson, M. (2018). Lessons for Crisis Communication on Social Media: A Systematic Review of What Research Tells the Practice. International Journal of Strategic Communication, 12(5), 526-551. https://doi.org/10.1080/1553118X.2018.1510405
  • Fombrun, C. J. (1996). Realizing Value from the Corporate Image. Harwvrd Business School Press.
  • Fombrun, C., & Riel, C. V. (t.y.). The Reputational Landscape.
  • Fombrun, C., & Shanley, M. (1990). WHAT’S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY. Academy of Management Journal, 33(2), 233-258. https://doi.org/10.2307/256324
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
  • Hutton, J. G. (1999). The Definition, Dimensions, and Domain of Public. Public Relations Review, 25(2), 199-214. https://doi.org/10.1016/S0363-8111(99)80162-3
  • Hutton, J. G., Goodman, M. B., Alexander, J. B., & Genest, C. M. (2001). Reputation management: The new face of corporate public relations? Public Relations Review, 27(3), 247-261. https://doi.org/10.1016/S0363-8111(01)00085-6
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
  • Lazer, D. M. J., Baum, M. A., Benkler, Y., Berinsky, A. J., Greenhill, K. M., Menczer, F., Metzger, M. J., Nyhan, B., Pennycook, G., Rothschild, D., Schudson, M., Sloman, S. A., Sunstein, C. R., Thorson, E. A., Watts, D. J., & Zittrain, J. L. (2018). The science of fake news. Science, 359(6380), 1094-1096. https://doi.org/10.1126/science.aao2998
  • Oncioiu, I., Popescu, D.-M., Anghel, E., Petrescu, A.-G., Bîlcan, F.-R., & Petrescu, M. (2020). Online Company Reputation—A Thorny Problem for Optimizing Corporate Sustainability. Sustainability, 12(14), 5547. https://doi.org/10.3390/su12145547
  • Özgür, Ö. F. (2023). İTİBAR YÖNETİMİ KONULU LİSANSÜSTÜ TEZLERİN BİBLİYOMETRİK ANALİZİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26, 303-320. https://doi.org/10.29029/busbed.1300096
  • Palenchar, M. J., & Heath, R. L. (2007). Strategic risk communication: Adding value to society. Public Relations Review, 33(2), 120-129. https://doi.org/10.1016/j.pubrev.2006.11.014
  • Rindova, V. P., Williamson, I. O., Petkova, A. P., & Sever, J. M. (2005). Being Good or Being Known: An Empirical Examination of the Dimensions, Antecedents, and Consequences of Organizational Reputation. Academy of Management Journal, 48(6), 1033-1049. https://doi.org/10.5465/amj.2005.19573108
  • Van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523-538. https://doi.org/10.1007/s11192-009-0146-3
  • Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146-1151. https://doi.org/10.1126/science.aap9559
  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188. https://doi.org/10.1016/j.tourman.2009.02.016
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İtibar Yönetimi, Kriz İletişimi, Kurumsal İletişim
Bölüm ARAŞTIRMA MAKALELERİ
Yazarlar

Güliz Müge Akpınar 0000-0003-3533-3166

Erken Görünüm Tarihi 30 Haziran 2025
Yayımlanma Tarihi 1 Temmuz 2025
Gönderilme Tarihi 11 Nisan 2025
Kabul Tarihi 29 Haziran 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 15 Sayı: 3

Kaynak Göster

APA Akpınar, G. M. (2025). SCHOLARLY LANDSCAPES OF ONLINE REPUTATION MANAGEMENT: CLUSTERS, TRENDS AND GAPS. Turkish Online Journal of Design Art and Communication, 15(3), 850-866. https://doi.org/10.7456/tojdac.1674078
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