THEORETICAL FOUNDATIONS OF CORPORATE IMAGE FORMATION IN E-COMMERCE

Abstract

This article examines the theoretical foundations of corporate image formation in e-commerce in the context of the digital transformation of the economy. In today’s digital environment, corporate image is increasingly strategic. It shapes consumer trust, strengthens competitiveness, directs the behavioural responses of target audiences, and supports a company’s market position. It is emphasised that, unlike in the traditional marketplace, corporate image in e-commerce is shaped by a broader range of factors, among which online reputation, digital customer experience, user-generated content, reviews, ratings, visual identity, and the algorithms of digital platforms play a particularly significant role. Because of this, there is a growing need to reconsider academic approaches to understanding and managing corporate image by taking into account the unique features of e-commerce.

Purpose. The purpose of this study is to further develop the theoretical provisions of corporate image formation in e-commerce and to substantiate the sequence of stages of its formation under contemporary digital conditions, taking into account consumer behavioural characteristics, the role of digital platforms, and the need to integrate marketing, reputational, technological, and communication tools into a coherent system of corporate image management.

Materials and methods. The materials used in this study include: (1) scholarly works by domestic and foreign authors focus on corporate image, brand management, digital marketing, behavioural economics, and online reputation management; and (2) analytical and statistical sources reflecting current trends in the development of e-commerce, patterns of consumers’ digital behaviour, and the role of online reviews, ratings, and digital platforms in shaping brand perception.

The study used several scientific methods, each linked to specific research tasks. Theoretical generalisation and systematisation clarified the category of “corporate image”, summarised scholarly approaches, and organised models relevant to its formation. Comparative analysis identified differences between traditional and digital approaches. Structural and logical modelling distinguished the main components of corporate image in e-commerce and made it possible to structure the sequence of stages of its formation. Analysis and synthesis substantiated the interrelationship between communication, reputational, technological, and behavioural factors influencing corporate image. Logical generalisation was then applied to formulate the study's final conclusions.

Results. The study found that corporate image in e-commerce constitutes a complex, multi-level system shaped through the interaction of communication, reputational, behavioural, technological, and emotional factors. It was demonstrated that the digital environment transforms the traditional mechanisms of corporate image formation by reinforcing the role of interactivity, personalisation, the speed of information dissemination, and the influence of external digital platforms. The evolution of scholarly models of corporate image formation was systematised, and it was established that, in the context of the digital economy, the most relevant is an integrated model combining marketing, behavioural, and technological approaches. The sequence of stages of corporate image formation in e-commerce was substantiated and structured, encompassing five interrelated stages: diagnosis of the current image, identification of the target image and strategic positioning, development of an image formation strategy, implementation of image-building measures, and monitoring, evaluation, and adjustment of the results. In addition, the principal directions for strengthening corporate image were structured according to their external and internal dimensions.

Prospects for further research. Future scholarly research should focus on developing tools for the quantitative assessment of corporate image in e-commerce, as well as on identifying a set of indicators to evaluate the effectiveness of image-building measures in the digital environment. This would improve the methodological support for corporate image management and enhance the validity of managerial decision-making in e-commerce.