AbstractRelevance of the research topic. In the modern world of the highest competition between companies in the struggle for the consumer, it is not enough for companies to produce and sell high-quality goods on the market at attractive prices, offer customers the most favorable logistics conditions and take care of the qualitative promotion of the goods. More and more, the consumer is influenced by intangible factors: brand strength, image and reputation of the company.
Reputation in the study of marketing communications can be defined as estimates of the company and its activities, formed on the basis of certain parameters that are relevant to the target audience. The reputation of the company is one of its main intangible assets. It is formed for a long time and brings various benefits to its subject. Enterprises with a good reputation with a high degree of probability will be selected among the competitors by consumers. The best employees try to work in them, it is easier for such enterprises to receive loans and attract investments. Enterprises with a bad reputation are drawing to lose potential employees, customers and, ultimately, to disappear from the market.
The formation of reputation is influenced by many factors. This is the actions of top management, and the quality of goods and services, and participation in charitable projects, and financial indicators, etc. However, one of the most important factors of reputation formation is interaction with the media.
Mass media form public opinion around the enterprise, which, in turn, changes the reputation of the company - it changes the company's relations with customers, suppliers, partners; has an impact on the value of the company. The strongest impact on the reputation is the impact of interactive media, because among other media, they have the most extensive audience, they have a higher degree of trust, they have a high degree of digitalization and interactivity, which increases the degree of their influence on people.
At the same time, the topic of media influence on the formation of company reputations has been studied very poorly. There is no single approach to assessing this impact, the toolkit is poorly described, due to which the reputation of companies is formed, mechanisms for protecting the reputation of the company from the influence of the media are not prescribed.
The relevance of this work is due to the prevailing situation in the economic space of the country. Recent economic crisis has shown, on the one hand, that in turbulence, reputation is becoming one of the main ways to preserve customers and suppliers. On the other hand, under the influence of media reports, the reputation of companies can suffer considerable damage. The company at the same time loses not only confidence, but also its value.
The purpose and objectives of the study: The purpose of this work is to analyze and evaluate the methods of the process of forming the reputation of companies by interactive media on the example of their interaction with the media of the region.
Achieving this goal involves setting and solving the following tasks:
study the notion of "reputation" in the marketing category system;
to consider methods and methods of forming a reputation by the mass media;
Analyze the degree of consumer confidence and their exposure to the impact of interactive media;
To conduct research on methods of forming a reputation by interactive media;
To test the author's method of forming a reputation by interactive media, investigating aspects of the formation of negative and positive reputation of the company;
Develop an algorithm for company interaction with interactive media to protect its reputation.
Methods of research. To solve the tasks in the course of the research, such general scientific methods as analysis, synthesis, comparison, classification were used, a special method of data collection was used - a poll using the questionnaire method.
|Date of Award||2018|
|Supervisor||Юлия Анатольевна Мальцева (Supervisor)|