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The Internet with its numerous services and innovative platforms initiated a transformation process of our society towards a digital and hyperconnected one. As a result, more and more personal data are available in the Web that enable creating of comprehensive online profiles and ease the derivation of implicit information for various purposes. Such information forms an online reputation and it is "used to make a value judgment about [a] person"[17]. Consequently, personal online reputation management (ORM) gains significantly more importance for individuals because it influences their private and professional lives. Current body of knowledge lacks of understanding in this matter [50]. In order to provide a holistic view and gain a comprehensive understanding of individuals' ORM behaviour we conducted a grounded theory based on 22 qualitative interviews with digital natives. Thereby, we contribute new facets …