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. The sequence of stages of corporate image formation in e-commerce was substantiated and structured. In addition, the principal directions for strengthening corporate image were structured according to their external and internal dimensions.