GESTÃO DA REPUTAÇÃO DIGITAL COMO ATIVO ESTRATÉGICO EM ECOSSISTEMAS DE ALTA EXPOSIÇÃO: ENTRE VISIBILIDADE, CREDIBILIDADE E PERMANÊNCIA

This study analyzes digital reputation as a strategic asset in high-exposure environments, integrating sociological, communicational, and algorithmic perspectives. It proposes a theoretical construct — the Tucco Model — structured around Presence, Proof, and Permanence, aimed at understanding and mitigating reputational risks in digital ecosystems. The study argues that reputation functions as both a symbolic and operational infrastructure, shaping visibility, legitimacy, and continuity within digital environments. It also highlights the systemic vulnerabilities associated with algorithmic amplification and cancellation dynamics.