@misc{10481/90134,
year = {2023},
url = {https://hdl.handle.net/10481/90134},
abstract = {Purpose – This study examines the antecedents and consequences of strategic onlinereputation
management among tourism firms. It is proposed that a) customer relationship
management (CRM) is an antecedent of strategic online-reputation management, b) brand
equity is a consequence of strategic online-reputation management, and c) the use of
online tools moderates the effect of strategic online-reputation management and CRM on
brand equity.
Design/methodology/approach – A quantitative empirical study is conducted among
online marketing managers of chain hotels. Structural equation modeling (SEM) is used
to verify the proposed relationships.
Findings – The results show that CRM is an antecedent of strategic online-reputation
management and that strategic online-reputation management and CRM exert a positive
effect on brand equity among firms that frequently use a range of online tools. No such
effect is found in cases of limited usage of online tools.
Practical implications – Tourism firms seeking to achieve greater brand equity by means
of strategic online-reputation management should implement CRM and make extensive
use of online tools.
Originality – The main contributions of this study are that it: (i) analyses the antecedents
and consequences of strategic online-reputation management jointly and empirically; (ii)
studies the moderating role of the use of online tools in the effect of online strategies—
such as online-reputation management and CRM—on brand equity and; (iii) studies the
consequences of CRM in online media.},
organization = {Ministerio de Educación, Cultura y Deporte (Grant FPU
15/07264)},
organization = {Ministerio de Ciencia e Innovación from Spain (PID2019-110941RBI00)},
publisher = {Emerald Publishing Limited},
keywords = {Online reputation},
keywords = {CRM},
keywords = {Brand equity},
keywords = {Online tools},
keywords = {Moderating effect},
keywords = {Strategic online-reputation management},
title = {Antecedents and consequences of strategic online-reputation management: moderating effect of online tools},
doi = {10.1108/JHTT-05-2021-0144},
author = {Peco Torres, Francisco and Polo Peña, Ana Isabel and Frías Jamilena, Dolores María},
}