Digital marketing and public relations: A way to promote public relations value

Abstract

The objective of this study is to determine the relationship of digital marketing as a wide emerging marketing tool, in developing public relation values for modern business in the globalized competitive era of mature markets. For this study, the cross-sectional data were collected by 450 respondents including the people as customers, and the managerial staff of the different well-reputed organizations in the United Arab Emirates (UAE). The findings of this study highlight that there is a clear and strong relationship between digital marketing in developing public relations values, and modern businesses need this technique to develop equity and provide a distinct message about the vision and mission of the organization in the target market. The significance of this study is it addresses the theoretical gap in the literature, and the practical gap in business practices by providing the insight to utilize digital marketing not only for the promotion of products and services but could be used to promote public relation values.