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.

The development of trust among the customers of the organization is a key objective and critical to obtaining a competitive advantage. Therefore, this study was examined to assess the effect of social media interaction, public relations, and electronic word of mouth on brand awareness and trust. This study also examined the mediating role of brand awareness as well. For this purpose, the data was collected from the customers of the retail sector in UAE. This study adopted a quantitative research approach and cross-sectional design. The data was collected in the form of a research questionnaire by adopting simple random sampling. The questionnaire was distributed among 512 respondents. The usable response rate was 69.72%. For the analysis of data, the SEM technique was adopted and the tool used for this purpose was Smart PLS. The findings of the study revealed that all proposed hypotheses are accepted. The findings of the study are helpful for the academicians for further research and development of policies.

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.