DOI: 10.5176/2251-2098_EMG15.2
Authors: František Pollák and Katarína Belovodská
Abstract: The paper discusses the issue of online reputation, more specifically the ways and methods of its measurements in selected entities operating in the health care sector. A thorough multifactor analysis of reputation in the virtual world of the Internet was conducted on a specific sample of entities - top 25 providers of health care (according current rating made by major health Insurance Company) operating on a selected central European market. Taking into account all the relevant factors - entities ratings on major internet sites such as Google, selected local portals and Facebook, these ratings are normalized and then compared against the widespread sentiment analysis, which provides a relevant perspective on a selected entity through the eyes of a model customer - Internet user. Using a careful statistical testing relationships between factors are then examined in order to identify and describe basic facts affecting online reputation of selected entities in the hyper competitive market environment of the Internet. The findings identified by the analysis conducted on the local market (in this case, used as a model example), can be effectively used in any market for the purpose of increasing competitiveness of selected entities from health care sector. Patterns and variables affecting virtual reputation of these entities are relatively invariable across the global Internet market.
Keywords: reputation; reputator; internet; health care; ORM
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