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The Significance of Reputation Management – A Study On The Sinking Reputation of Facebook.

Faridi, Amna (2020) The Significance of Reputation Management – A Study On The Sinking Reputation of Facebook. Masters thesis, Dublin, National College of Ireland.

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It is not clear whether the phenomenon is a pattern or a fad, given the lack of agreement in defining reputation, the uncertainty and dubious validity of reputation measures, and unanswered questions about when and how to "manage" reputation. Facebook is the world's largest social media network with great socializing features. Despite its socializing services an outstanding growth over the years, Facebook has been criticized several times due to several data breaches and hate speeches. These controversies have resulted in Facebook facing the wrath of all those affected directly or indirectly by these reputation-damaging events. The company had to face several challenges afterward, too, which included the legal actions and penalties and also the advertisers walking out from the platform. Social media has influenced the reputation of Facebook and has excellent credibility to alter it. Moreover, the success of Facebook is dependent on its status and as the company has a poor performance history with data breaches and hate speeches, it is more likely to face a negative financial impact and can also result in losing users. The understanding of the reputation crisis is a matter of concern For Facebook, as there is a noticeable number of users who have reduced the usage of Facebook and are willing to withdraw from the platform. Suppose Facebook fails to defend the user’s privacy and not violate their hate speech policies. The response and strategies used by Facebook and not sufficient for users to regain lost trust and continue using the platform. Therefore, the reputation management strategies to be implemented should reassure users and gain the lost reputation.

Keywords-corporate strategies for reputation management, social media, crisis management, success, data privacy, hate speech, trust, values, corporate responsibility.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Public Relations
Divisions: School of Business > Master of Science in Management
Depositing User: Dan English
Date Deposited: 04 Feb 2021 13:17
Last Modified: 04 Feb 2021 13:17

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