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Issue of Online Reputation of Electric Vehicles - Selected Views and Perspectives

Accelerated digitization significantly changed the usual procedures of marketing communication. With the goal of better customer targeting, companies are shortening communication channels, digital ecosystems are becoming a place where supply and demand meet. These facts are a source of opportunities, but also a generator of threats. The aim of the study is to provide an analytical view of the issue of managing the online reputation of selected manufacturers of electric vehicles, whose products represent a synthesis of innovation and necessity. The results of the analysis suggest that, as far as emerging markets are concerned, e-marketing communication of eletric vehikles shows a high degree of non-authenticity. This is especially evident if we compare emerging and developed markets. Creating and sustaining digital communities that form the backbone of brand identities in developed markets is a challenge for a near future. The results of the study represent the initial phase of examining the issue of reputation management of entities operating in the field of low-carbon economy.