Publication: Effect of Publicity and Public Relations on Organizational Reputation in UAE: A Case Study on Social Media
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Date
2023
Journal Title
Journal ISSN
Volume Title
Publisher
Sciences Gate SDN BHD, Malaysia.
Abstract
This study aims to investigate the relationship between communication strategies and
their impact on audience engagement and organisational reputation in the specific
context of the United Arab Emirates (UAE). This study proposed that publicity and
public relations affect positively the audience engagement and organizational reputation.
The study also proposed audience engagement as a mediating variable. The population
of the study included respondents from three states in UAE. Using a questionnaire, a
total of 390 responses were collected. The data was analysed using Smart PLS 4. The
findings showed that publicity and public relations affected positively the audience
engagement and organizational reputation. Audience engagement affected positively
the organizational reputation and mediated the effect of publicity and public relations on
organizational reputation. This study offers significant contributions to media
organizations in the UAE, enhancing communication theory and providing practical
guidance. The findings of this study provide a solid basis for future research efforts,
taking into account the specific context of the UAE.
Description
Volume 4, No 1, 2023, pp. 1-11
Keywords
Public relations, organizational reputation, audience engagement, publicity, UAE