Managing online reputation

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The study shows that CRM drives a firm’s online reputation management strategy. CRM usage has a positive effect on brand equity. However, only under the right circumstances online reputation management enhances brand equity. Originality/value The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.