In this paper, the parameters that shape online reputation of a company and the two-way relation between the effect reputation has on consumer behavior and the effect consumer behavior has on reputation are examined. The contribution of this work lies in the fact that it concerns Greek consumers. Moreover, it is important to highlight the particularities of Greek consumers and to confirm or disprove international trends in their case. At the same time, issues related to the extraction and classification of elements related to reputation are highlighted. The answers given through this research and the questions that arise contribute to the formulation of effective strategies for the management of online reputation by the companies, even in cases of attacks and threats.