Reputation Management in a Digital Age : How start-ups control their online reputation

Sammanfattning: Background: With digitalization, the increased use of the World Wide Web and social media combined with the aware and engaged costumer, the conditions of reputation management are also evolving (Beal & Strauss, 2008; Jones et al., 2009). Startups’ circumstances are even more challenging, in terms of several limitations, increased risks and uncertainties (Bortolini et al. 2021). Thus, reputation management strategies need to develop and adapt to current changes. Purpose: The purpose of this study is to describe how startups currently are managing their online reputation in a digital age and what kind of challenges they are facing. Based on the discoveries of this study the research will later discuss how strategies can be adjusted and improved to support startups in establishing and protecting their image and brand in an exposed and vulnerable landscape. Method: To answer the research question, four semi-structured online interviews with different startups were conducted and secondary data was observed. These case studies cover startups operating in different industries and respondents with different roles and experiences of reputation management. Through this variation, the empirical data could achieve comprehensive and nuanced insights. Findings: The gathered empirical data revealed that startups face several challenges when managing their online reputation due to their unique context. In a small startup, everyone is involved in engaging with stakeholders, monitoring the public’s perception, as well as contributing to a strong image, and building brand equity. Because of startups’ limitations, priorities are creating personal long-term relationships, networking, and gaining trust and loyalty to build reputation.  Conclusion: Recommendations for startups to manage their reputation more efficiently is practicing transparency to avoid misunderstandings that could damage the reputation, spread a consistent message to the public to establish a strong image, as well as ensuring that their performance conforms with their promises and planted perceptions. Adopting automatic and preventative tools to monitor information without human resources should also be considered. However, there is a need for further research in this field to continue exploring more efficient reputation management strategies tailored to startups’ conditions in the digital age.