Determinants of online reputation: An fsQCA to wine cooperative societies

This study aims to analyse how corporate governance and digitalisation factors influence the online reputation of Spanish wine cooperative societies. The study considers all cooperatives with their own corporate website and applies the fuzzy‐set qualitative comparative analysis (fsQCA) to five analytical factors: board size, board gender diversity, online corporate social responsibility disclosure, website security, and corporate size. The results identify five causal configurations associated with higher levels of perceived online reputation. For example, online reputation emerges from multiple combinations of governance and digitalisation practices and underscores the strategic importance of cybersecurity and transparency for wine cooperatives. A key limitation is the study’s focus on a single country (Spain) and a single sector (wine industry). As a practical implication, the findings offer guidance for organisations seeking to strengthen their online reputation. Socially responsible practices and gender diversity on the governing board—two variables with notable social impact—also contribute to shaping online reputation. The study’s main contribution is its illumination of an underexplored topic in the wine sector (i.e. online reputation) with the aim of enriching academic literature and transferring the resulting insights to the business community.