A Review Study on the Relationship Between Corporate Reputation Perception from a Customer's Perspective and Electronic Word-of-Mouth Marketing

Abstract

Corporate reputation plays a crucial role in shaping consumer perceptions of an organization's trust, quality, and prestige, influencing the formation of electronic word-of-mouth marketing behavior. A positive perception of corporate reputation increases the likelihood of consumers sharing their experiences and recommending the organization on online platforms, while negative perceptions can lead to the spread of negative electronic word-of-mouth marketing content. In this context, corporate reputation is considered a vital strategic element determining the direction and impact of electronic word-of-mouth marketing. In today's highly competitive market, a strong corporate reputation provides significant benefits to businesses. Positive consumer opinions play a significant role in creating a strong corporate image. Therefore, word-of-mouth marketing content, which expresses consumers' thoughts and feelings about a brand or product, represents a valuable source of information for companies. When implemented correctly, electronic word-of-mouth marketing increases brand awareness, strengthens the bond between consumers and the brand, and contributes to the enhancement of corporate reputation. The purpose of this research is to examine the relationship between electronic word-of-mouth marketing and the perception of corporate reputation from the customer's perspective. This study provides comprehensive definitions of the concepts of corporate reputation and electronic word-of-mouth marketing, and provides detailed information on their historical development, main components, types, advantages and disadvantages, online usage areas, the tools used, and the impact of these tools. This study, which presents theoretical insights into the perception of corporate reputation and electronic word-of-mouth marketing from the customer's perspective, may also benefit future research.