Electronic reputation as a competitive tool in the new communication environment

Abstract

Web 2.0, as one of the most prominent embodiments of digital media, includes a group of socio-technical systems (blogs, wikis, bookmarking systems, etc.) , which allows Internet users to communicate, inquire and establish relationships where the user is at the center of the interactive model, the penetration of the internet led to the emergence of a set of new values that affected markets and society as a whole through the impact of instant and permanent communication on business (and human) relationships , as the times for thinking and responding have shortened, the rise of social media has been accompanied by the emergence of the concept of electronic reputation, which engages the concepts of identity and fame with the dimension of the Internet, which imposes its restrictions on the spread in real time and the localization of information , this has led to a strong increase in the descriptive power of digital activity, at the top of social networks, connected consumers have become active, and more than ever before, they are consom’acteurs .