From Reviews to Revenue: Examining the Impact of Online Reputation Management on Small Business Performance
Abstract
. This study examines how online reputation management (ORM) impacts small business performance, using Resource-Advantage theory as a theoretical framework. Analyzing data from 251 small business owners with PLS-SEM, we find that customer orientation and internet self-efficacy both enhance ORM practices, which, in turn, boost performance. Additionally, competitive intensity strengthens ORM’s positive effect on performance in highly competitive markets. The findings underscore ORM’s role as a strategic resource for small businesses, offering insights and practical guidance for owners to remain competitive in the marketplace.
Fields of Study & Subjects
Digital Marketing and Social Media
Corporate Identity and Reputation
SMEs Development and Digital Marketing
Publication details
- Journal / source
- Journal of Small Business Strategy
- Volume
- 36
- Issue
- 1
- Publication date
- 28 January 2026
- Language
- EN