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Reputation Management in the Age of Big Data
Abstract
The objective of this chapter is to reveal the role of big data in establishing effective corporate communication. This will be further investigated by shedding light into how brands as well as corporations make use of big data to heighten their brand value and improve their reputation. Big data is used in various sectors ranging from banking, public sector, health, telecommunication, and marketing in order to increase productivity, minimize costs, and set future goals. Big data, actively used and experienced in the world and upon which many sample case studies have been conducted, is such a giant step in organizations that enables them to safeguard their future, increase profits, assess risks, and take calculated steps.
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