Online reputation management for improving marketing by using a hybrid MCDM model

Authors:
Ying-Hsun Hung;Tsong-Liang Huang;Jing-Chzi Hsieh;Hung-Jia Tsuei;Chun-Chuan Cheng;Gwo-Hshiung Tzeng
Affiliations:
Department of Information Management, Hwa-Shia Institute of Technology, No. 111, Gong Jhuan Rd., Chung Ho, Taipei 235, Taiwan;Department of Computer Science, National Taipei University of Education, No. 134, Sec. 2, Heping E. Rd., Da'an Dist., Taipei City 10671, Taiwan;Department of Land Management, Feng Chia University, No. 100, Wenhwa Rd., Seatwen, Taichung 40724, Taiwan;Department of Computer Science, National Taipei University of Education, No. 134, Sec. 2, Heping E. Rd., Da'an Dist., Taipei City 10671, Taiwan;Department of International Business, Kainan University, No. 1, Kainan Rd., Luchu, Taoyuan 33857, Taiwan;Graduate Institute of Project Management, Kainan University, No. 1, Kainan Rd., Luchu, Taoyuan 33857, Taiwan and Institute of Management of Technology, National Chiao Tung University, No. 1001, Ta ...
Venue:
Knowledge-Based Systems
Year:
2012

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Abstract

Online reputation management (ORM) has been considered as a significant tool of internet marketing. The purpose of this paper is to construct a decision model for evaluating performances and improving professional services of marketing. To investigate the interrelationship and influential weights among criteria, this study uses a hybrid MCDM model including decision-making trial and evaluation laboratory (DEMATEL), DEMATEL-based analytic network process (called DANP). The empirical findings reveal that criteria have self-effect relationships based on DEMATEL technique. According to the network relation map (NRM), the dimension that professional services of marketing should improve first when carrying out ORM is online reputation. In the five criteria for evaluation, distributed reputation systems is the most important criterion impacting ORM, followed by employees and social responsibility.