Multifactor Analysis of Online Reputation of Selected Car Brands

The paper discusses the issue of online reputation, more specifically the ways and methods of its measurements in selected entities operating in the automotive sector. A thorough multifactor analysis of reputation in the virtual world of the Internet was conducted on a specific sample of entities/ subjects – selected car brands operating on a central European market. Using a careful statistical testing relationships between factors were examined in order to identify and describe basic facts affecting online reputation of those entities in the hyper competitive market environment of the Internet. The findings identified by the analysis conducted on the selected part of the global market, can be effectively used in any market for the purpose of increasing competitiveness of selected entities from (not only) automotive industry.

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