Scientific Trends in Reputation Management and Its Accounting and Analytical Support: A Bibliometric Analysis

The globalization of the business environment and the growing importance of intangible assets make a company's reputation a strategic resource that affects its competitiveness, financial stability, and attractiveness to investors. However, implementing a systematic approach to reputation management faces several challenges, particularly insufficient accounting and analytical support development. Thus, studying scientific trends in reputation management is crucial for identifying key directions of its development and assessing scholarly interest in the topic. This study aims to conduct a bibliometric analysis of scientific publications in the field of reputation management and its accounting and analytical support. The research examines the dynamics of publication activity over the last decade, evaluates the geographical distribution of scientific studies, and identifies leading authors and subject areas within which this topic is explored. The study is based on a bibliometric analysis using Google Trends, the Scopus database and the VOSviewer tool, enabling research mapping through network connections. The results of the analysis confirm the increasing academic interest in reputation management, particularly in business, management, accounting, social sciences, and information technology. According to a number of scientific publications, the leading countries are the United States, the United Kingdom, China, Australia, and Germany. Four key research clusters have been identified, covering the subject's managerial, financial, informational, and reputational aspects. The findings emphasize the significance of reputation management as an interdisciplinary research area that integrates managerial, financial, and analytical components. Future research should focus on developing theoretical and methodological foundations for accounting and analytical support in reputation management to improve data reliability for decision-making aimed at enhancing a company's corporate reputation.