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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/approachTo 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.FindingsThe 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/implicationsThe 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/valueThe 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.
Journal of Research in Interactive Marketing – Emerald Publishing
Published: Nov 14, 2019
Keywords: Internet marketing; Online metrics; Web 2.0; Social media marketing; Online marketing; Online presence; Online visibility; Online reputation; Systematic literature review; Content analysis
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