Assessment of corporate image in the digital environment of e-commerce

Анотація

The article examines the specific features of assessing corporate image in the digital e-commerce environment. It is well established that in the context of e-commerce development, corporate image is a multidimensional construct shaped by online reputation, digital customer experience, user-generated content, platform reliability, customer support quality, and digital brand visibility. The article emphasizes that in e-commerce, companies no longer retain full control over their corporate image, as a substantial part of consumer perceptions is shaped by reviews, ratings, comments, and recommendations. The study clarifies the concept of corporate image in the digital environment as an integrated perception held by target audiences, emerging from the interaction of digital presence, online communications, reputational signals, customer experience quality, and the level of trust in the company. The key characteristics of digital corporate image are identified, and the factors influencing its formation are systematized, including online reputation and trust, digital content and communication, behavioral factors, service and technological factors, and digital visibility. A system of indicators for assessing corporate image is proposed and structured into the following blocks: reputation and trust, communication and content, behavioral, service and technological, and digital visibility. The study demonstrates that the combination of these blocks enables viewing corporate image assessment not as the analysis of isolated digital metrics but as a comprehensive process for measuring multiple dimensions of company perception in e-commerce. An algorithm for assessing corporate image in the digital environment has been developed. Its application enables a consistent assessment process, helps identify problematic areas in digital interactions, reveals gaps between the actual and desired levels of corporate image, and defines directions for further adjustment in the e-commerce environment. Keywords: corporate image; e-commerce; corporate image assessment; digital transformation; digital marketing; digital communication tools; consumer behavior.

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