Exploring Corporate Reputation Factors Through Cluster and Sentiment Analysis of CEO Letters

Corporate reputation is one of the most valuable assets a company must maintain to remain in business, and it becomes even more critical during crises such as COVID-19, which pose a severe threat not only to employees, customers, and the general public but also to the company’s fundamental survival. The purpose of this study is to identify themes affecting corporate reputation and assess how leading companies responded to the COVID-19 crisis. This study targeted the top 100 (RQ score higher than 50) companies according to the 23rd Annual Reputation Quotient from Axios-Harries Poll 100 RQ report. Employing cluster and sentiment analysis, the study explores CEO letters to understand how they emphasize reputation factors and employ impression management tactics. Findings of our study illustrate nuanced reactions and attitudes of CEOs toward issues presented by COVID-19, shed light on the intricacies of reputation management during times of crisis.