The proliferation of social media platforms has fundamentally altered the landscape of brand reputation management. Brands today operate in a 24-hour news cycle where a single post, review, or viral moment can reshape years of carefully constructed brand equity in a matter of hours. This paper investigates the multi-dimensional influence of social media on how organisations build, protect, and recover brand reputation. Drawing on a systematic review of academic literature and industry case studies published between 2018 and 2025, this study examines the mechanisms through which social media amplifies both positive and negative brand narratives, the role of user-generated content and influencer communications in shaping public perception, and the strategic approaches that brands have employed to manage reputational risks and opportunities in digital environments. The paper further introduces a practical Social Media Reputation Management (SMRM) framework that integrates real-time monitoring, crisis response protocols, community engagement strategies, and authenticity benchmarking. The findings indicate that brands which invest in proactive reputation management through consistent, values-driven social media communication demonstrate significantly greater resilience during reputational crises. The study also highlights important ethical dimensions around transparency, data use, and the boundary between reputation management and manipulation.
Raguram.C et al. (Thu,) studied this question.