Digital reputation as a tool for managing technology development in the IT sphere

Technological progress and the integration of organizations into the digital environment are increasingly influencing their activities, development vector and competitiveness. The purpose of the study is to identify and quantify the digital reputation of the organization and its impact on the company’s key indicators over a horizon of several years and to substantiate proposals for the most important components of the organization’s development strategy in the Internet space to increase awareness, develop and maintain the ecosystem and improve the investment perception of the organization. The object of the study is the activities of public companies that use the digital environment, social networks, integrators and platforms to promote their brand, products and solutions, whose shares are listed on the stock market. The subject of the study is the totality of socio-economic relations between an organization, its employees, clients, government agencies and the external environment in terms of the formation of digital ecosystems and the digital reputation of participants. Thanks to metrics collected from Internet resources, the author was able to conduct a longitudinal study that allows not only to determine the growth or decline of addiction over certain periods of time, but also to predict the further dynamics of changes. The results of this study are necessary for planning and regulating the financial and economic activities of the organization and the vector of its further development; based on the analysis of the company’s digital potential, it will become possible to more accurately plan the budget in digital marketing over the long-term horizon, which will allow stakeholders to obtain a more profitable and sustainable economic position. The article also emphasizes the need for additional research based on a larger number of arguments, time periods, distribution by market segments and industries, which can provide a more accurate analysis for each area of activity, as well as the features of the impact of the organization’s digital maturity.