Abstract:

With the rapid development and adoption of the online social networks (OSN), firms have become more and more involved in the social media activities. One of the main triggers of the OSN activity is the diffusion phenomena through which the information is passing easily from one user to another. In this context, firm’s reputation can be affected by the grey information that is passing daily through the online environment. Therefore, using one of the newly developed theories in the field, namely the grey systems theory, the incidence of the users’ activity and company’s advertising in OSN on its reputation is shaped.