Publicada em: 27/11/2012 às 12:04 |
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Questões teórico-metodológicas sobre métricas e reputação corporativa
Palavras-chave
The subject of this paper is the metrics to measure on-line reputation. As consumers generated content affects corporative reputation, it is necessary to propose new ways of monitoring and engaging starting from brands. Taking this into account, we ask if the methodologies of attributing on-line and off-line corporative reputation are proper to this new condition of the corporative world. The goal of this study is to propose a initial synthesis-pattern among existing methodologies/metrics that contemplate corporative reputation in a wide way in both on-line and off-line environments. In order to do that, this paper is organized in three sections: reputation, metrics for reputation and synthesis-pattern. Keywords
Questões teórico-metodológicas sobre métricas e reputação corporativa |
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