The Role of Social Media in Online Reputation Management: A Case Study of Automotive Companies in the Czech Republic

This study examines how social media content strategies, including post frequency, content type, and sustainability-related topics, influence online engagement and perceived reputation for leading automotive companies in the Czech Republic such as Škoda, Hyundai, Audi, Kia, and BMW. By analyzing Facebook and Instagram posts from August to October 2023, the study explores how tailored content strategies shape audience trust, consumer perception and alignment with environmental values. The results show that Hyundai and BMW are leaders in the use of interactive and visually compelling content, while Kia has room for improvement. These findings highlight the critical role of social media management in enhancing online reputation through effective engagement strategies.