ABSTRACT
In the era of the Internet, digital marketing opened a gate of vivid opportunities for enhancing the reputation of businesses on online platforms. Online Reputation Management plays an essential role in Digital Marketing. It helps to maintain a better image for the business, and minimises the consumer's bad perception of a company. This study attempts to identify the factors and associated variables which help an organisation to build and manage its online reputation, and also to design a conceptual framework based on factors and associated variables identified from past studies.
From the previous studies, a gap was identified wherein organisations and companies are neglecting or ignoring the seriousness of Online Reputation Management. This study is an effort to fill this gap by providing the best possible conceptual solution by way of defining the essential elements in the conceptual framework that steer organisations towards significant readiness for improved ratings and for building an online reputation. Finally, it has been concluded that Online Reputation Management is very significant for building the positive online reputation of an organisation.
