This dissertation aims to address the growing need for a reliable and adaptable measurement tool that can evaluate online reputation in a customer-centric manner. Online reputation has become a pivotal factor for organizations in the digital age, influencing consumer behavior, brand loyalty, and overall market success. However, existing measures of online reputation are often fragmented and limited in scope, failing to capture the multifaceted nature of online interactions and perceptions.
To bridge this gap, this dissertation proposes the development of a comprehensive online reputation scale that incorporates the diverse dimensions of online reputation as perceived by customers. This scale will not only serve as a valuable tool for academic research but also provide practical insights for businesses to manage and enhance their online reputation effectively.
This request is for the theoretical section, which is crucial in laying the groundwork for the scale development process and ensuring its robustness across various contexts. In suggested methodology (dissertation presentation, slide 5) as per Devellis, literature review is suggested to be done via PRISMA. Please consider it as a part of structuring theoretical part.
The theoretical part of the dissertation/literature review is the cornerstone upon which the empirical research is built. By thoroughly exploring the major concepts, providing a comparative analysis, and following a robust scale development process, the dissertation will contribute significantly to the understanding and management of online reputation across various contexts.
Attached are the documents:
– Dissertation presentation
– Draft of dissertation
– Scale development survey (should be an outcome from the literature part)
– Dissertation requirements
– Established article on offline reputation development: Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the academy of marketing science, 35, 127-143.
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