Kształtowanie procesów tworzenia i funkcjonowania reputacji marki w sieci

This article explores the dynamics of shaping and managing brand reputation in the online realm. Nowadays, taking care of the good image of enterprises and organizations in general is not only an option, but an obligation. In today’s digital age, where information travels at a rapid pace and social media platforms amplify both praise and criticism, it has become crucial for organizations to actively engage in the processes that influence their brand’s perception. Shaping the creation and functioning of a brand’s online reputation effectively is vital for long-term success. A positive reputation attracts new customers, builds loyalty and trust, and helps maintain a competitive position in the market. Therefore, the goal of this article is to explain how a selected brand shapes its online reputation and to examine the effectiveness of these actions. This will include evaluating consumers’ perception of the brand, their engagement in online interactions with the brand, as well as opinions and comments published by internet users. The analysis of the collected data will provide insights into the effectiveness of reputation-building strategies of the studied organization in the digital realm. These conclusions will aim to provide a better understanding of the importance of brand creation and functioning in the online world and offer practical guidance for other organizations seeking success in the digital space.