Abstract

Maintaining a positive organizational reputation among all stakeholders is a strategic priority for every institution. However, a strong reputation does not emerge automatically. Rather, it is cultivated through sustained efforts and shaped by how both internal and external stakeholders perceive the organization. This study aims to develop a conceptual framework for organizational reputation by highlighting its key antecedents and implications. Specifically, the paper examines the mediating role of Artificial Intelligence (AI)-supported communication in the relationship between relationship cultivation strategies and organizational reputation within Malaysian higher education institutions. This study adopts a conceptual approach and develops its proposed model through an extensive interdisciplinary review of the literature. The paper conceptualizes organizational reputation by integrating the RepTrak™ Reputation Model and Relationship Management Theory. The paper identifies three themes: organizational reputation, relationship cultivation strategies and AI-supported communication. Furthermore, it offers a conceptual explanation of how these themes are interrelated within the context of Malaysian higher education. The proposed framework may also assist university management in formulating more effective communication guidelines and reputation-building strategies. This study extends existing scholarship by offering a more integrated perspective on organizational reputation in Malaysian higher education. It contributes to the literature by linking relationship cultivation strategies, AI-supported communication and organizational reputation within a single conceptual framework. Overall, the paper adds value by clarifying the potential mediating role of AI-supported communication and by advancing the discussion on how reputation can be strategically cultivated in higher education institutions.