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Online presence, visibility and reputation: a systematic literature review in management studies

Marco Cioppi (Department of Communication Sciences, Humanities and International Studies, Cultures, Languages, Literatures, Arts, Media, University of Urbino, Urbino, Italy)
Ilaria Curina (Department of Communication Sciences, Humanities and International Studies, Cultures, Languages, Literatures, Arts, Media, University of Urbino, Urbino, Italy)
Fabio Forlani (Department of Economics, University of Perugia, Perugia, Italy)
Tonino Pencarelli (Department of Economics, Society, Politics, University of Urbino, Urbino, Italy)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 30 September 2019

Issue publication date: 14 November 2019

Abstract

Purpose

The purpose of this 22-year paper is to synthetize business and management literature in the context of online presence, online visibility and online reputation concepts. In particular, this paper aims to generalize the analysis by investigating the level of interest of the Internet, digital and interactive marketing-focused literature, as well as the more general business and management one towards these topics.

Design/methodology/approach

To identify the existence or otherwise of an online presence, visibility and reputation definition, as well as an index for measuring them, a systematic review and a content analysis process were performed on 199 articles categorized over 1997-2018.

Findings

The findings highlight the absence of clear and shared online presence, visibility and reputation definitions; the absence of unanimously accepted indexes for measuring them; and the identification of a sequence relationship between the three investigated constructs.

Research limitations/implications

The paper underlines the need for both theoretical and empirical contributions to reduce the complexity characterizing the business and management literature focused on these topics.

Originality/value

The current study brings out interesting directions for future research studies by systematizing all the articles devoted to the online presence, visibility and reputation concepts from a business and management perspective.

Keywords

Citation

Cioppi, M., Curina, I., Forlani, F. and Pencarelli, T. (2019), "Online presence, visibility and reputation: a systematic literature review in management studies", Journal of Research in Interactive Marketing, Vol. 13 No. 4, pp. 547-577. https://doi.org/10.1108/JRIM-11-2018-0139

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited