From Reviews to Revenue: Examining the Impact of Online Reputation Management on Small Business Performance

. This study examines how online reputation management (ORM) impacts small business performance, using Resource-Advantage theory as a theoretical framework. Analyzing data from 251 small business owners with PLS-SEM, we find that customer orientation and internet self-efficacy both enhance ORM practices, which, in turn, boost performance. Additionally, competitive intensity strengthens ORM’s positive effect on performance in highly competitive markets. The findings underscore ORM’s role as a strategic resource for small businesses, offering insights and practical guidance for owners to remain competitive in the marketplace.