Designing a Measurement Scale for E-Reputation

The concept of e-reputation has attracted substantial attention among practitioners but little attention among researchers. A review of the literature indicates that e-reputation mostly encompasses reputation and digital insights, but no clear definition of the term is provided. The present study designs the first scale for measuring for e-reputation. Potential items were drawn from the literature and insights from 55 digital business students. A focus group (10 professionals) and online survey (185 respondents) were used to provide the final data. The results suggest that e-reputation should be measured using 15 items in 4 dimensions (brand characteristic, website quality, service quality and social media).