Bibliometric Analysis of E-Reputation Research: Key Topics and Research Directions

Abstract

This study proposes a comprehensive bibliometric analysis of scientific research on e-reputation, based on 273 articles published between 2004 and 2024 and indexed in the Web of Science database. The analysis was carried out using Biblioshiny (Bibliometrix package in R) for descriptive and performance analyses, and VOSviewer for mapping keyword co-occurrence networks, co-citations, and collaborations. The results show an average annual growth of 18.34% in publications, confirming the growing interest in this topic. The research is dominated by the United States, China, and Spain, but a progressive internationalization is observed, with the emergence of contributions from developing countries such as Morocco and India. The thematic mapping reveals eight structuring clusters, including two major ones focused on consumer trust and employer branding. This dual perspective highlights the importance of e-reputation as a strategic lever for competitiveness, legitimacy, and value creation in a context of innovation and the digital and ecological transitions. The study also identifies a theoretical gap in the integration of the internal and external dimensions of reputation, paving the way for future research mobilizing integrative conceptual models and advanced analysis methods (AI, text mining). Keywords: E-reputation, bibliometric analysis, consumer trust, employer branding, technological innovation.