Corporate Reputation Risk in Social Media

In today’s world, digital platforms such as social media have become one of the most influential media sources. This may give an impact on company reputation due to massive user-generated content. However, due to its vast volume and unstructured nature, manual classification of these digital contents is difficult. Previous studies, evaluate corporate reputation using machine learning-focused mostly on positive, neutral, and negative aspects and lacking the multidimensional nature of corporate reputation. Therefore, this paper aimed to explore the integration of the domain ontology approach with machine learning approaches to achieve multi-dimensional classification for online corporate reputation. Overall research route to measure corporate reputation in social media is discussed. The proposed research route starts from retrieving corporate content from digital media for selected domain, next preprocessing data before topics and bag-of-words generated from the extracted data and mapping according to corporate reputation dimensions. The proposed approach is expected to produce a framework for an online corporate reputation that can be used across multiple business domains.