Abstract
This study examines the confounding nature of an online reputation threat and argues that in certain cases, and specifically in the case of parody, responding to a reputation threat can be more damaging than ignoring the issue. Analysis suggests that understanding the process by which information goes viral and the unique attribute of humor in perpetuating the spread of information online can prevent organizations from making inappropriate reputation management decisions. Finally, this study calls for organizations to actively engage in the discussion that is already creating their reputation online.
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Veil, S., Petrun, E. & Roberts, H. Issue Management Gone Awry: When Not to Respond to an Online Reputation Threat. Corp Reputation Rev 15, 319–332 (2012). https://doi.org/10.1057/crr.2012.18
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DOI: https://doi.org/10.1057/crr.2012.18