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The chapter proposes to investigate online reputation of hospitality brands and its measurements. Brand reputation is generally defined as an overall appraisal of a company by its stakeholders, which is the result of the company's past actions and predictions about the company's future (Ferguson, Deephouse, & Ferguson, 2000). Being viewed as the opinion shared among a group of stakeholders (Dowling, 2008), it plays an important role in the tourism industry. With the progress of Information Communication Technologies (ICTs), reviews and user-generated contents of destinations and of hospitality companies together with the related emerging brand reputation can influence consumers' behaviors and choices. Brand reputation analysis could be more useful in the hospitality brand management when integrated with brand image and brand identity analysis, mainly because in tourism businesses and destinations, brands are typically affected by an inherent fragility determined by the service nature of products (Casarin, 1996). According to Biel (1991), the meanings that consumers assign to a brand are synthesized into brand associations formed by the components perceived to underlie the brand's image. As well as brand reputation, strong, positive and unique associations reinforce a brand and increase its equity that requires significant internal brand identity efforts, which should create a corresponding brand image through integration in overall marketing programmes (Keller, 2003). It makes sense to develop an analytical research approach that compares online brand reputation (OBR) with brand association matching as a measure of the alignment between brand identity and brand image in hospitality companies. This comparative analysis emerging from brand reputation, brand image and brand identity analysis can reveal divergent situations (i.e., high brand reputation and low brand association matching) and orient brand managers in reviewing online brand communication. Brand reputation and brand image analysis will be contextualized in an online community as a social setting that is considered to be a new type of market (Muniz & O'Guinn, 2001). We focus on hospitality online communities populated by consumers and other actors such as influencers and bloggers: their brand perception could be separately compared with brand identity that we will extract from company communications including presentational information and brand-related press releases found on websites, nonfinancial narrative from annual reports, and interviews with managers published in mainstream media sources. In our analysis we will focalize on a cluster of luxury hospitality companies integrating a netnographic and text-mining techniques. We will use both the techniques in order to (1) extract and study brand associations in terms of brand reputation, brand image, and brand identity; (2) develop indicators of brand reputation and brand association matching; and (3) discuss their utility in the management of the hospitality company brands.

Online reputation manager has become increasingly important in tourism industry. Managers, regardless of working for a hospitality structure or a tourism destination, are paying more and more attention in respect of the importance of reputational levels. Online reputation, in fact, originates in visitor's user-generated contents (UGCs) but reverberates on the whole web, on successive visitors' attitude and behavior, and on managed organization performances. How to manage online reputation in tourism and destination management anyway mostly stayed an anecdotal topic for many years. While best practices exist, indeed, literature has frequently neglected their systematization. Building on this need, this book will try to improve and organize the existing body of knowledge on this topic to help future hotel and destination managers to better deal with the mounting environmental complexity.

The purpose of this paper is to identify whether altruistic motivation is a significant factor in online group buying and to examine the effects of altruistic and egotistic motivation on online group buying intention through the psychological processes of trust and satisfaction.

A field study on Ihergo (www.ihergo.com/) was chosen because it is the largest online group buying marketplace in Taiwan. An online survey method was used to collect data. Returned questionnaires numbered 302 responses with 20 incomplete data, resulting in 282 valid responses for data analysis. Collected data were analyzed using structural equation modeling.

The findings of the study shows that altruism is relevant to online group buying, and trust and satisfaction have significantly positive effects on online group buying intention. The results emphasize that altruism, reciprocity, and reputation of motivations are significantly positive predictors of trust. Altruism and reciprocity have significantly positive effects on satisfaction, whereas reputation does not.

Altruism, reciprocity, and reputation represent three key elements of online group buying behavior. Integration of the altruism, reciprocity, and reputation results in a better explanation on online group buying intention through the psychological process, trust, and satisfaction. This study extends the value of online group buying and sheds light on the potential effects of altruistic and egotistic motivation on online group buying intention.

Online group buying is more complex than individual online shopping and is not easy to fulfill customer requirements. To satisfy online group buying, e-vendors might provide altruistic activities, enhance reciprocal services and products, develop better reputation mechanisms, and present an easier approach to encourage online group buying on the web site.

To the best of the knowledge, this is first paper to examine the effects of altruism on online group buying. The contribution of this study draws attention to the altruistic value of electronic commerce, by theorizing and validating the effects of altruistic and egotistic motivation on online group buying intention through psychological processes (trust and satisfaction).

Because of the recent COVID-19 pandemic, online platforms where travelers' comments and reviews are published have grown considerably. More specifically, in the tourism sector, these social evaluations have been shown to have a strong influence as online platforms, such as online travel agencies (OTA), represent a main touchpoint for the formation process of the online corporate reputation. Hence, the purpose of this study is to investigate how the pandemic has influenced the online reputation formation of tourism companies and which are the new reputation pillars emerging from the COVID-19. To achieve this research aim, we analyzed the customers' reviews as reported publicly on TrustPilot.com, an online platform that allows customers to review businesses after a purchase or contact with their customer service, before and after COVID-19 so as to identify significant changes in the corporate reputational drivers of LastMinute.com. With this study we have identified the four topic clusters and their sentiment in the two periods of consideration, and we have found that the corporate reputation of tourism companies is formed today starting from different consumer needs. Finally, managerial implications for communication professionals operating in tourism firms are presented.

This study aims to investigate how price and other service brand attributes (such as website attractiveness, efficiency, privacy, fulfilment) determine e‐brand promise/reputation and the e‐loyalty of shoppers in an online setting.

Using the convenience sampling method, a survey research was carried out during a two‐day airline exhibition among experienced respondents who had purchased online tickets in the past. To identify what determines online brand reputation and its effect on e‐loyalty, structural equation modelling using the two‐step approach was performed.

Fulfilment and competitive price offers have the most significant impact on e‐loyalty, with a full mediation impact (via online brand reputation), whilst website attractiveness has a partial impact. These simultaneously confirm the role of e‐brand reputation as a mediator construct and its antecedents and its relationship with e‐loyalty.

The mediation impact further increases the strength of brand reputation as a construct when modelling consumer responses in an online setting. In particular, the full indirect impact (price and fulfilment) was able to explain how online brand reputation was formed and brand promise can be achieved.

The practical contribution of the study and its managerial implications can be seen in the context of defining strategy and positioning. By confirming that different brand enactments are found in different settings (for example, price, fulfilment, site's attractiveness), this study offers some insights into a company's site strategic brand positioning and differentiation. For example, appropriate enactments, such as price, fulfilment and the attractiveness of the site, could be addressed when designing and enhancing online brand reputation and e‐loyalty. Sample size limitation and generalisation is limited to within the internet airline setting.

While existing research mainly focuses on the effect of service quality and image attributes of e‐loyalty, the current research focuses on other aspects of brand differentiation – e‐brand reputation and the important influencing elements, such as price and website attractiveness – which hitherto have often been ignored in an online setting. In other words, this study highlights the most important attributes that will help to “meet” the online service brand promise through e‐brand reputation.

This paper aims to solve the problem of information overload and reduce search costs. It proposes a social e-commerce online reputation formation model and community state-introduced model. A system dynamics trend simulation has been run to capture the relationship among the sellers, buyers, social e-commerce platforms and external environment to obtain an online reputation.

Empirical research relating to social e-commerce reputation has been used to confirm the influencing factors in social e-commerce, and a conceptual framework is developed for social e-commerce reputation formation. Thereafter, a trend simulation is generated to classify the relationship among the factors based on system dynamics. Also, the improved algorithm for community detection and a state-introduced model based on a Markov network are proposed to achieve better network partition for better online reputation management.

The empirical model captures the interaction effect of social e-commerce reputation and the state-introduced model to guide community public opinion and improve the efficiency of social e-commerce reputation formation. This helps minimize searching cost thereby improving social e-commerce reputation construction and management.

There is no appropriate online reputation system to be constructed to test the relationship proposed in the study for a field experiment. Also, deeper investigation for the nodes’ attributes in social networks should be made in future research. Besides, researchers are advised to explore measurement for the reputation of a given seller by using social media data as from Twitter or micro blogs.

Investigations that study online reputation in the social e-commerce are limited. The empirical research figured out the factors which can influence the formation of online reputation in social e-commerce. An SD model was proposed to explain the factors interaction and trend simulation was run. Also, a state-introduced model was proposed to highlight the effect of nodes’ attributes on communities’ detection to give a deeper investigation for the online reputation management.

The objective of the research is to explore the importance of online reputation management through some core concepts: technologies and entrepreneurship. Specifically, the research will explore how in a tourism ecosystem context, it is strategically relevant through the use of Big Data Analytics (BDA) to manage and improve online reputation management. An emphasis will also be placed on the concept of entrepreneurship and dynamic capabilities. Finally, the research also explores empowerment issue to shed some considerations on the development of tourists' online reviews.

This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity.

A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships.

The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools.

Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools.

The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.

本研究探讨旅游公司战略性在线声誉管理的前因和后果。建议 a) 客户关系管理 (CRM) 是战略性在线声誉管理的先决条件, b) 品牌资产是战略性在线声誉管理的结果, c) 在线工具的使用调节战略性在线声誉管理的效果- 品牌资产的声誉管理和 CRM。

本研究对连锁酒店的在线营销经理进行了定量实证研究。结构方程模型 (SEM) 用于验证所提出的关系。

CRM 是战略在线声誉管理的前身, 战略在线声誉管理和 CRM 对经常使用一系列在线工具的公司的品牌资产产生积极影响。在有限使用在线工具的情况下没有发现这种效果。

希望寻求通过战略性在线声誉管理实现更大品牌资产的旅游公司应实施 CRM 并广泛使用在线工具。

本研究的主要贡献在于：(i) 本研究联合实证分析战略性在线声誉管理的前因和后果; (ii) 本研究探讨了使用在线工具对在线战略（例如在线声誉管理和 CRM）对品牌资产的影响的调节作用; (iii) 本研究探讨了 CRM 在在线媒体中的影响。

User-generated social media comments can be a useful source of information for understanding online corporate reputation. However, the manual classification of these comments is challenging due to their high volume and unstructured nature. The purpose of this paper is to develop a classification framework and machine learning model to overcome these limitations.

The authors create a multi-dimensional classification framework for the online corporate reputation that includes six main dimensions synthesized from prior literature: quality, reliability, responsibility, successfulness, pleasantness and innovativeness. To evaluate the classification framework’s performance on real data, the authors retrieve 19,991 social media comments about two Finnish banks and use a convolutional neural network (CNN) to classify automatically the comments based on manually annotated training data.

After parameter optimization, the neural network achieves an accuracy between 52.7 and 65.2 percent on real-world data, which is reasonable given the high number of classes. The findings also indicate that prior work has not captured all the facets of online corporate reputation.

For practical purposes, the authors provide a comprehensive classification framework for online corporate reputation, which companies and organizations operating in various domains can use. Moreover, the authors demonstrate that using a limited amount of training data can yield a satisfactory multiclass classifier when using CNN.

This is the first attempt at automatically classifying online corporate reputation using an online-specific classification framework.

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.

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.

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.

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.

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.