BRAND REPUTATION MANAGEMENT IN SOCIAL NETWORKS

In the contemporary digital era, when social networks play a crucial role in everyday life, the creation and management of brand reputation within these platforms have become critically important for sustainable business development, competitive positioning, and trend monitoring. This article examines the key principles, methods, and strategies of brand reputation management in social media, emphasizing the importance of proactive communication, audience engagement, content strategy, and feedback analysis. Effective reputation management not only strengthens consumer trust but also contributes to brand loyalty, market expansion, and long-term competitiveness.