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När ryktet avgör: En kvalitativ fallstudie om online reputation management i svenska destinationsbolag
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay examines corporate reputation and reputation management online, where destinations were selected as an example of a reputation-dependent industry with special terms. The aim of this study is to examine how Swedish destinations strategically manage their reputation online. Furthermore, the thesis sees into six destinations in Sweden using a theoretical approach on how companies work with their reputation to prevent and nurture their reputation online from a public relations perspective.

The result showed that the destinations work actively online to maintain their reputation. Their primary critical stakeholders are politicians and their visit nutrition, their secondary stakeholders are in the long term their own residents. The result also showed that the digitalization has led to both challenges and opportunities. There is thus, an internal challenge in finding resources and an external challenge to compete globally. The destinations determinedly work to measure and monitor their reputation online, but see management as complex today.

This study concludes that some areas of online reputation management are found to be applicable for companies in general, but mainly Swedish destinations. In conclusion the study presents a model on how companies proactively can manage their reputation from a public relations point of view.

Place, publisher, year, edition, pages
2019.
Keywords [sv]
Corporate reputation; Reputation; Online reputation management; Destinations; Public relations; Social media; Stakeholder; Strategic communication
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-86259OAI: oai:DiVA.org:lnu-86259DiVA, id: diva2:1336089
Subject / course
Media and Communications Science
Examiners
Available from: 2019-10-22 Created: 2019-07-09 Last updated: 2019-10-22Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf