Title: Fintech strategy: e-reputation

Authors: Salvatore Moccia; Maria Rodriguez García; Igor Tomic

Addresses: UNIR – La Rioja, Avenida de la Paz, 137, 26006, Logrono, La Rioja, Spain; FinTechNews.org, Calle Falcia, 8/2, 46117, Betera Valencia, Spain ' ESIC Business and Marketing School, Valencia, Spain ' St. John's University, 8000 Utopia Parkway, Queens, NY 11439, USA

Abstract: Digital media use applied to professional atmosphere is increasing its relevance in the companies of the 21st century. As a consequence, organisations should bear this fact in mind and adapt their corporate strategies to the new market demands. Online social networks offer customers the possibility to bring attention to issues they believe need to be addresses by organisations. Added to this, e-reputation plays a pivotal role in determining a company's competitive advantage. This paper studies the role of e-communications in an organisation's strategy and how analytics and modelling techniques are used to take advantage of the digital media content. It discusses the historical reputational challenged experienced by banks and how can the current fintech industry take advantage of past errors. Finally, an overview of effective mechanisms to improve e-reputation is presented.

Keywords: banking; financial technology; e-reputation; digitisation; big data.

DOI: 10.1504/IJIPM.2021.113367

International Journal of Intellectual Property Management, 2021 Vol.11 No.1, pp.38 - 53

Received: 01 Aug 2019
Accepted: 10 Aug 2019
Published online: 01 Mar 2021 *

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