SCHOLARLY LANDSCAPES OF ONLINE REPUTATION MANAGEMENT: CLUSTERS, TRENDS AND GAPS

In the digital age, online reputation has become one of the most critical factors shaping public perception of organizations. Reputation is vital for maintaining trust-based relationships with stakeholders and ensuring long-term success. While positive content builds loyalty and enhances brand value, negative content can lead to crises, especially due to the rapid spread of information on social media platforms.This study aims to systematically evaluate the academic literature on online reputation management, identify research gaps, and contribute to the field. A total of 116 publications retrieved from the Web of Science database using the keyword online reputation management were analyzed through bibliometric methods using VOSviewer software.The findings, assessed through author citation, collaboration, and keyword analyses, reveal the main research clusters, conceptual linkages, and gaps in the literature. The study highlights limited interdisciplinary collaboration, insufficient integration of emerging technologies like artificial intelligence, and a predominant focus on large-scale enterprises, while emphasizing the need for more inclusive and diversified approaches.