MULTIFACTOR ANALYSIS OF ONLINE REPUTATION AS A TOOL FOR ENHANCING COMPETITIVENESS OF SUBJECTS FROM AUTOMOTIVE INDUSTRY
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The paper discusses the issue of online reputation, more specifically the ways and methods of its measurements in selected entities operating in the automotive sector. A thorough multifactor analysis of reputation in the virtual world of the internet was conducted on a specific sample of entities/subjects – Top 15 European bestselling car brands of year 2014 operating on a selected market. Using a careful statistical testing, relationships between factors were examined in order to identify and describe basic facts affecting online reputation of selected entities in the hyper competitive market environment of the internet. The findings identified by the analysis conducted on the selected part of the global market, can be effectively used in any market for the purpose of increasing competitiveness of selected entities from (not only) automotive industry. Patterns and variables affecting virtual reputation of these entities are relatively invariable across the global internet market.
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