Reviews in Internet As the Factor of Online Reputation of Russian PR-Agency in the Sphere of Cinema and Television : Experience of Sociological Investigation

The paper is devoted to the analysis of online reputation of Russian PR-agency in the sphere of cinema and television. We made sociological investigation of 124 clients of Russia PR-agencies (St.Petersburg). The main research method is questionnaire. The sample method is snowball technique. According to the results of investigation 82% of clients read reviews about the PR-agencies before making a decision. 47% of clients form their opinions about PR-agency in the sphere of cinema and television, if they have already read 1-3 reviews. Consumers are increasingly concerned with the mass true of false reviews, so they study several different sources before making a final decision. 74% of consumers say that response can impact their decision, only is it was written no later than a month ago. 58% of clients say that positive reviews make them more loyal to the PR-agency in the sphere of cinema and television. Only 23% of clients see the sites of companies if such PR-agencies have a rating only 1-2 stars. We made the conclusion online reputation of Russian PR-agencies in the sphere of cinema and television depends on reviews in Internet. So it is needed to work with negative reviews to improve online reputation