Bibliographic citations
García, M., (2021). Las redes sociales y su influencia en la reputación corporativa del sector retail: una revisión de la literatura científica de 2009 hasta 2019 [Trabajo de investigación, Universidad Privada del Norte]. https://hdl.handle.net/11537/27521
García, M., Las redes sociales y su influencia en la reputación corporativa del sector retail: una revisión de la literatura científica de 2009 hasta 2019 [Trabajo de investigación]. PE: Universidad Privada del Norte; 2021. https://hdl.handle.net/11537/27521
@misc{renati/432197,
title = "Las redes sociales y su influencia en la reputación corporativa del sector retail: una revisión de la literatura científica de 2009 hasta 2019",
author = "García Onofre, Martha Zulema",
publisher = "Universidad Privada del Norte",
year = "2021"
}
The present study determines the way in which social networks influence corporate reputation; as well as the role played by digital communities and the person in charge of managing a brand in the virtual world within the retail sector. This research is the result of a systematic review of scientific articles, review articles, theses and books from 2009 to 2019, in English and Spanish, also being approved by universities in Latin America, the United States and Spain. EBSCOhost, ProQuest, Redalyc, Scielo, Sciencedirect, LidbussinesMedia and Google Scholar were used as sources of information. In addition, to guarantee a better search process, the following descriptors were defined: ''corporate reputation'', ''social networks'', ''online reputation'','' community manager''. The results showed that there are different variables that affect consumer purchasing decision making, however, one of the most effective is the companies’ online reputation. It is concluded that the way in which social networks influence the corporate reputation of the retail sector is essential to establish better communication of brands with the consumer through interaction, using a series of strategies aimed at increasing business reputation.
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