REPUTATION MANAGEMENT IN THE CONDITIONS OF DIGITALIZATION: STRATEGIES AND TOOLS FOR SMALL BUSINESSES IN THE ERA OF INFORMATION TECHNOLOGIES

Digitalization has significantly transformed the business environment, making reputation management a strategically important aspect of enterprise activity, especially small ones. The article analyzes the current trends and specifics of the implementation of reputation management in the conditions of the digital economy. Reputation is considered an important intangible asset that is formed over a long period of time, but can be lost in an instant. The author draws attention to the etymology of the concept of "reputation", its development in scientific literature and modern approaches to the management of reputational assets. The main components of reputation management, such as monitoring public opinion, adjusting communication strategies and responding to crisis situations, were studied. Emphasis is placed on the use of modern digital tools, in particular social networks, feedback platforms and analytical tools. The advantages and disadvantages of reputation management in the conditions of digitalization are presented, which allows to evaluate the prospects of its implementation in the activities of small enterprises. Challenges related to the growth of fake news, protection of personal data and ethical use of artificial intelligence are considered separately. Recommendations for the development of strategies that will ensure sustainable development and competitiveness of enterprises are offered. The author emphasizes the importance of further research in the field of reputation management, in particular, the development of methods for more effective analysis of public opinion, the use of artificial intelligence technologies, and consideration of ethical aspects. The results of the study indicate that well-planned reputation management contributes to increasing customer trust, increasing loyalty, and improving the ability of small businesses to respond to crises. Thus, reputation management is an important tool in ensuring the sustainable development of small businesses in the conditions of the modern economy.