THE IMPACT OF DIGITAL REPUTATION ON THE CAPITALIZATION OF THE ORGANIZATION: BASED ON THE EXAMPLE OF THE AUTOMOTIVE INDUSTRY

Marat Safiullin; Leonid Elshin; Dinara Kurbangalieva

doi:10.26668/revistajur.2316-753X.v3i79.7519

THE IMPACT OF DIGITAL REPUTATION ON THE CAPITALIZATION OF THE ORGANIZATION: BASED ON THE EXAMPLE OF THE AUTOMOTIVE INDUSTRY

Marat Safiullin, Leonid Elshin, Dinara Kurbangalieva

Resumo

Objective: To assess how different components of digital reputation affect the market capitalization of companies within the automotive industry.

Methods: The study employs a quantitative approach, integrating regression analysis to determine the influence of digital reputation on market capitalization. It includes analysis of digital footprint metrics such as content quality, technical factors, ranking factors on search platforms, and social media presence.

Results: The research reveals that digital reputation significantly influences market capitalization. Particularly, donor domains have a profound impact, where a $1 increase in this factor correlates with a $5.34 increase in market capitalization, emphasizing the critical role of a strong online presence.

Conclusion: The study substantiates the importance of digital reputation in enhancing a company’s market value, suggesting that businesses need to invest in their digital presence and monitor their online reputation carefully to maximize market capitalization.

Palavras-chave

Reputation; Platform; Internet; Company’s market value; Image; Brand; Market capitalization

Texto completo:

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DOI: http://dx.doi.org/10.26668/revistajur.2316-753X.v3i79.7519