Unpacking the Fifth Research Gap Overlooked Reputation
Unpacking the Fifth Research Gap Overlooked Reputation
Abstract
This article explores the often-overlooked reputational risks tied to SEO, highlighting the negative consequences for brands when optimisation tactics cross ethical lines. It synthesises foundational concepts, leading industry theories, historical turning points, research methodologies, and the growing influence of social media in shaping reputational outcomes. The discussion evaluates regulatory and legal considerations, including the challenges posed by international differences and emerging risks such as negative SEO and algorithmic bias. By examining psychological factors driving public trust, the mechanisms of reputational recovery, and the evolving role of influencers and user-generated content, the article addresses a crucial research gap—demonstrating that reputational damage, once done, is difficult to repair and demands proactive, transparent management as digital marketing matures.