Abstract

Social media, a combination of socialisation and media is diffusing and impacting different business sectors and non-governmental organisation globally. Social media coalesce traditional print and electronic media, and it is advancing the marketing mix most especially the communication marketing mix. Online reputation management is an extension of public relations, a long-time practice of organisation image laundering through print and online media. This study argues that sentiment analysis of product or service evaluation is an antecedent of online reputation management. This study applies the hybrid technique to sort out social commerce customers’ reviews, appraise the quality of the extracted data and identify the opinion that transpired between online retailing merchants and online customers. The framework proposed in this study will serve as a foundation and precedent for an effective online reputation management and stands to improve customer service. This study offers some managerial implications and indicates future research.