Reputation: from recognition to trust
Abstract
The modern socio-economic system and society are currently in a dynamic transformation. The form and content of many areas is changing, including marketing and related image policy, branding, promotion of organizations and territories, manufacturers of goods in key markets.
With the development of social networks and the use of new digital technologies, reputation is transformed into a new significant information resource that begins to affect significantly the main indicators of development and capitalization of companies, therefore it is important to adapt quickly and rebuild their policies, strategies and development tools in accordance with new realities.
The hypothesis of the research. In the modern world, in the conditions of the fourth industrial revolution, reputation begins to have a serious impact on the processes of recognition and promotion and forms a new driver of development, which together can be designated as reputation capital.
The novelty of the research lies, first of all, in the search and justification of reliable quantitative methods for assessing reputation and its impact on the parameters of regional development, which will significantly expand the contour and the possibility of strategic management of the region, increase its effectiveness and inclusion.
Keywords
reputation,
reputation of the region,
reputation capital,
recognition,
trust,
trust capital,
communications,
reputation policy,
communication capital,
organizational capital,
relationship capital
Supporting agencies: The article was written within the framework of a grant of the Republic of Tatarstan under the Presidium of the Tatarstan Academy of Sciences for state support of young scientists (“Digital reputation as a tool for promoting the region in the modern economy (on the example of the Republic of Tatarstan”), project № 12-13-Ug from 2022
About the Authors
M. R. Safiullin
Kazan (Volga region) Federal University
Russian Federation
Russian Federation
Doctor in Economics, Professor
Kh. A. Pavlova
Center for Advanced Economic Research of the Academy of Sciences of the Republic of Tatarstan
Russian Federation
Russian Federation
Postgraduate
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Review
For citations:
Safiullin M.R., Pavlova Kh.A. Reputation: from recognition to trust. Kazan economic vestnik. 2022;(3):17-23. (In Russ.)
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