DİJİTAL ÇAĞDA KURUMSAL İTİBAR YÖNETİMİNDE SOSYAL MEDYANIN ROLÜ
THE ROLE OF SOCIAL MEDIA IN CORPORATE REPUTATION MANAGEMENT IN THE DIGITAL AGE

Summary/Abstract: This study aims to investigate the role of social media in corporate reputation management in the digital age. As technology rapidly evolves, social media has become an essential part of both individuals' and institutions' lives, integrating deeply into corporate communication strategies. Social media platforms are widely used to strengthen brand image, establish fast and effective communication with the target audience, and manage corporate reputation more strategically. In this context, the use of social media plays a critical role in gaining a competitive advantage, responding promptly during crises, and interacting with stakeholders. The primary objective of this research is to evaluate the strategic role of social media in corporate reputation management and to present the findings obtained in this context. The study utilizes a descriptive scanning method, reviewing academic studies on the relationship between social media and corporate reputation. Additionally, it explores how social media is effectively used as a tool in corporate reputation management through various real-world examples. The findings demonstrate that social media positively influences corporate reputation and that strategic use enhances the competitive positioning of institutions.

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