Antecedents and consequences of strategic online-reputation management: moderating effect of online tools
Metadata
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Emerald Publishing Limited
Materia
Online reputation CRM Brand equity Online tools Moderating effect Strategic online-reputation management
Date
2023Referencia bibliográfica
Peco-Torres, F., Polo-Peña, A. I., & Frías Jamilena, D. M. (2023). Antecedents and consequences of strategic online-reputation management: moderating effect of online tools. Journal of Hospitality and Tourism Technology, 14(3), 384-400. https://doi.org/10.1108/JHTT-05-2021-0144
Sponsorship
Ministerio de Educación, Cultura y Deporte (Grant FPU 15/07264); Ministerio de Ciencia e Innovación from Spain (PID2019-110941RBI00)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.
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