REPUTATION LAWS IN THE ERA OF DIGITAL TRANSFORMATION

This study explores the transformation of reputation in the digital age, focusing on how it is built, measured, and maintained in the context of emerging technologies. Individuals and institutions now actively participate in shaping their digital reputation through social networks, leading to a fundamental shift where reputation has become more dynamic and subject to instantaneous evaluation. The study examines the mechanisms behind building academic digital reputation and its relationship with indicators such as the Impact Factor and h-index. It is based on a field study involving around 200 faculty members from the Faculty of Media at the Lebanese University, analyzing their digital presence and research activities across platforms like Google Scholar, ResearchGate, and Academia.edu. Findings reveal disparities in how academics manage their digital profiles, with some displaying weak self-marketing skills and academic self-presentation phenomena, while others demonstrated strong capabilities in leveraging scholarly publishing to enhance their reputation. The study underscores the critical role of digital reputation management in achieving academic excellence and improving global university rankings. It concludes that academic reputation today is a dynamic, interactive construct requiring strategic awareness and advanced digital competencies, alongside adherence to research ethics. The study recommends that universities adopt strategic plans to support academics’ digital presence and systematically monitor reputation through sustainable, objective mechanisms.