Digital Brand Reputation Management to Promote Goods on Internet Platforms

The article is devoted to the consideration of technologies and methods of reputation management in the digital environment. The development of Internet communications, in which online brand reputation plays a key role, determines the need for a timely reputation audit followed by the development of a comprehensive strategy for brand reputation management for the long term. At the same time, reputation management is interpreted as a social and communicative technology. On the basis of a system-productive approach, the authors identified the main tools of reputation management on the Internet. They are given recommendations on the organization of analytical work for more effective brand promotion in the digital environment and on marketplaces.