Corporate reputation analysis in social media (e. g. Wildberries online store)

Abstract

This article is devoted to analyzing the reputation of Wildberries and its leader in social networks using quantitative and qualitative indicators. The specificity of the concept of "reputation capital" has been defined. The relevance of reputation capital research for the online store Wildberries was determined. The analysis of reputation risks for the company and its manager is given, possible negative events in the sphere of relations with suppliers, employees, customers, legal risks, consequences of digitalization, changes in market conditions and customers' demands are defined. The ratio of potential and realized reputational risks for the company is analyzed. It was revealed that the majority of realized risks relate to the quality of goods, professionalism of the front-office personnel and working conditions. The company's CEO's reputation positioning is assessed and recommendations are given based on the current state of affairs. The analysis of social media showed that the company has a positive reputation, but there are shortcomings that need to be addressed and addressed by management. In general, the company carries out a whole range of procedures to maintain its reputation and a sound financial position, focusing on stakeholders. It was found that the non-publicity of the manager does not have a negative impact on the reputation of the company. To form a positive reputation of the company, it is recommended to think over the photocontent, texts and tone of communication depending on the purpose of the site used, to add personification of posts, to conduct regular monitoring of all components of the company's reputation in social media to make decisions on timely correction of reputation strategy.