A study on reputation management efforts of Turkish furniture brands in the virtual

In today's technology-driven world, competition among businesses has intensified. Companies aiming to expand market share and strengthen reputation must differentiate themselves. It is therefore essential for businesses to focus not only on traditional communication channels but also on activities conducted in virtual environments. Managing online reputation enables companies to establish stronger communication with stakeholders, ensure transparency, and handle crises with minimal damage. This thesis considers the results of the "Turkey Reputation Index" conducted by the Turkey Reputation Academy in 2025. Within this scope, the corporate websites of Turkey's ten most reputable brands in the "Furniture and Bedding" sector (Alfemo, Bambi, Bellona, Divan Ev, Enza Home, Ergül, İstikbal, Moda Life, Mondi Home, and Yataş) were examined based on the criteria developed by Yayınoğlu et al. (2007). Analyses conducted between May 1 and July 31, 2025, evaluated usability, visual appeal, informativeness, entertainment, and timeliness, revealing the brands' digital reputation strategies. The research employed the qualitative "content analysis" method. Findings show that most brands meet user expectations in usability and informativeness. Although their designs reflect corporate identity, they lack simplicity. In the entertainment dimension, all brands include interactive and personalized elements, but some lack instant support services. Most brands regularly update their content. The literature review found no prior studies on online reputation management in the furniture sector, highlighting the study's originality. The results aim to guide brands in developing effective digital reputation strategies.