THE ROLE OF ONLINE IDENTITY IN SHAPING BRAND REPUTATION IN THE DIGITAL AGE
Keywords: Digital Branding Brand Reputation Online Identity INTRODUCTION In the modern digital landscape, a brand is no longer defined only by messages, but by how it is seen across online platforms. Online reviews, social media and user- generated content have substantially shifted power from organisations to audiences. As a result, brand reputation and online identity have become central to strategic communication in Public Relations. As a second year student in Public Relations at the University of Johannesburg (UJ), is it clearly proven that managing a brand's digital presence is very important for maintaining trust, long-term success and credibility. In today's world, a brand online identity does not only reflect what the organisation says about itself but also how audiences share, interpret and perceive information in real time. Image from Aris.com " A strong brand does not only exist online, it dominate in the digital world" BRAND REPUTATION IN THE DIGITAL CO...