The role of artificial intelligence and public relations in reputation management: A structural equation modelling-based (SEM) study

Abstract

Reputation management is of more significant consideration for organizations across the globe. However, for relevant purposes, Public Relations accompanied by Artificial Intelligence further play a significant role. Mainly supported by the social exchange theory, this study also focuses on Public Relations practices and Artificial Intelligence as facilitating the pathway to reputation management for online retail organizations in the United Arab Emirates. The researchers selected a sample of n= 330 individuals and analyzed it using Structural Equation Modelling to test the proposed conceptual model. Results revealed that Public Relations practices significantly affect Competitive Value, Online Communication, and Behavior Change. Besides, the effect of Artificial Intelligence on Competitive Value, Online Communication, and Behavior Change also remained significant. Further, the three relevant factors (Online Communication and Behavior Change) significantly affect reputation management, indicating the overall effect of PR practices and AI on reputation management in online retail organizations in the UAE. Hence, it is concluded that PR practices and AI technology have a substantial role in ensuring reputation management. Besides, factors including Competitive Value, Online Communication, and Behavioral Change have a positive role in reputation management, further ensuring attaining the organizational goals. Finally, the researchers discussed the results and highlighted the theoretical implications accordingly.