New factors of an influence on the business reputation and the value of the company

Due to the deployment of the Internet into all areas of activity, the impact of new factors affecting the business reputation and value of the company has intensified and accelerated. These factors include fakes, public figures, social and professional networks. In this article certain aspects of management and protection of the company's business reputation are discussed; the role of advertising in the formation of business reputation is determined; an analysis of options for cooperation of companies with public figures in order to promote the company's product is given; the influence of public figures on the business reputation, the company's income and its market value was assessed; the risks of cooperation between companies and public figures are given

Keywords: business reputation, advertising, public figure, company value

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