Tools and Metrics for Reputation Assessment in a Digital Environment

The article represents the study of the specifics of the formation, management and evaluation of the reputation ratings effectiveness in the digital environment. As a methodological basis for the presented research, the concept of social representation was used, says that the elements of mass and individual consciousness are emotional-evaluative and behavioral components harmonized with the information field. The concept of “reputation”, its structure is discussed. The importance of reputation rating has been proved, and factors that positively and negatively affect reputation in the communication field are described. The essence of reputation management is disclosed. Digital services with built-in reputation score and metrics are considered as tools for reputation management. The description of digital-image reputation assessment tools is presented – the special services that allow assessing the current reputation in real time, their functionality was described. The existing metrics for the effectiveness evaluation of advancement in a digital environment are examined and the indicators to judge the reputation directly and indirectly are identified. The results of the expert survey on the reputation assessment problem in practical marketing and communication activities are presented; the most popular reputation assessment services, metrics used by practitioners for reputation assessment are described.