РЕПУТАЦИОНИ РИЗИК У ДИГИТАЛНОМ ОКРУЖЕЊУ: УТИЦАЈ НА ФИНАНСИЈСКЕ ПЕРФОРМАНСЕ И ДУГОРОЧНУ ВРИЈЕДНОСТ КОМПАНИЈЕ
REPUTATIONAL RISK IN THE DIGITAL ENVIRONMENT: IMPACT ON FINANCIAL PERFORMANCE AND LONG-TERM CORPORATE VALUE

Author(s): Tajana Serdar Raković
Subject(s): Business Economy / Management, Financial Markets, Human Resources in Economy, ICT Information and Communications Technologies
Published by: Savez računovođa i revizora Republike Srpske
Keywords: reputation; reputational risk; corporate financial performance; digital visibility; AI tools;
Summary/Abstract: Digital transformation, the ubiquity of social media, and intense media exposure have made corporate reputation not only a risk factor, but also one of the most significant intangible assets of a company. This paper explores the perception and measurement of reputational risk in the modern digital environment, with a focus on its impact on financial performance and the long-term value of enterprises.Through a review of theoretical frameworks and a qualitative analysis of three international case studies (Volkswagen, Balenciaga, and KFC), the paper identifies key sources of reputational crises, corporate responses, and market effects.The aim is to connect theoretical insights on reputation with real-world practices, examine the strategic importance of reputation for long-term corporate value, and offer recommendations for better integration of reputation into risk management models and strategic financial decision-making. The findings confirm that reputational crises significantly affect corporate financial performance, reflected not only in stock price declines, but also in adverse changes in sales, market share, stakeholder trust, and regulatory relationships.

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