Author: Rainy Rose
Publication Year: 2024
Keywords: Communication ,Social Sciences, Social Sciences General
Abstract: Abstract
Organizations expect accountability from Public Relations (PR) practitioners for their contribution to the goals and objectivity of the organization in today's dynamic and result-driven commercial climate. As a result. PR experts need to assess the PR activities to demonstrate PR effectiveness. The objective of the present research was to discover current trends in PR evaluation research (2010-2021) through bibliometric analysis, which revealed several challenges within the field. Many themes and sub-themes were retrieved through co-word analysis of keywords with the assistance of the VOSviewer software. The researcher adopted mixed methodology research. PR professionals from various Indian PR agencies and organizations were questioned for qualitative analysis. The interviewees discussed the numerous evaluation techniques they used and the results/impacts they had on things such as awareness, attitude, opinion, and behavior. Additionally. a conceptual model was developed and subjected to the test through quantitative analysis. The research investigation examined data obtained across India that estimated the intermediary function of return on investment among PR activities as well as PR effectiveness. Data were collected for 295 stakeholders/public related to PR activities in various organizations and PR agencies pan India. The software tools SPSS 25 as well as AMOS 25 were employed to interpret the results. Findings reported significant and positive associations among the hypothesized relationship between measured variables through confirmatory factor analysis (CFA) by using structural equation modeling (SEM). Results also advocate the positive influence of the intermediary function of ROI among PR activities as well as PR effectiveness. The results of this research offer commendable inputs along with insights for ensuing investigation in the PR domain.
Keywords: Public Relations, Outcomes, Effectiveness, Evaluation, ROI, India
University: XIM University
Shodh Ganga Link: View Thesis
Category: Public Relations
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