Antecedents and consequences of strategic online-reputation management: moderating effect of online tools

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.