Digital Branding in the Post-Truth Era: How Online Perception Challenges Traditional Reputation Management

Uri Samet *

CEO, Buzz Dealer, Limassol, Cyprus.
 
Research Article
International Journal of Science and Research Archive, 2023, 10(01), 1246-1259.
Article DOI: 10.30574/ijsra.2023.10.1.0816
Publication history: 
Received on 30 August 2023; revised on 18 October 2023; accepted on 29 October 2023
 
Abstract: 
This article examines the profound impact of the post-truth era on digital branding and online reputation management. It defines the post-truth phenomenon, characterized by the diminished influence of objective facts in shaping public opinion, and analyzes how the increasing misinformation, algorithm-driven content exposure, social polarization, and declining public trust have fundamentally reshaped the digital landscape. The article explores the evolving principles of digital branding and the foundations of traditional reputation management, highlighting the new complexities introduced by digital forces. It critically analyzes the roles of search engines, social media platforms, and digital public relations in shaping public perception, drawing upon peer-reviewed studies and real-world examples. The conclusion proposes that digital branding is no longer purely controlled by organizations. Instead, public perception is increasingly shaped by external digital forces, affected by misinformation and platform dynamics. Consequently, traditional reputation management must evolve into a proactive, multi-platform set of strategies that account for fragmented information environments and declining institutional trust.
 
Keywords: 
Digital Branding; Post-Truth Era; Online Perception; Reputation Management; Media Trust
 
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0