Impacts of PR and AI on the Reputation Management: A Case Study of Banking Sector Customers in UAE

Abstract

AbstractThe banking sector organizations focus on improving their reputation through Public Relations and communication. However, today, when Emotional Intelligence accompanies technology, providing clients with intelligent PR communication is significantly helping in reputation management. Emotional Intelligence and Artificial Intelligence also focus this study on the PR practices widely accompanied by Reputation Management Purposes. The conceptual model is supported by a symmetric communication model that is further tested using Structural Equation Modelling. Results revealed that Public Relations significantly affect Artificial Intelligence, indicating Emirati banks have widely integrated Artificial Intelligent systems in their clients’ support systems (p > .006). Besides, the effect of Emotional Intelligence on Artificial also remained significant, indicating the integrated PR system as having Artificial Intelligence (p > .082). The effect of Artificial Intelligence on Reputation Management also remained significant (p > .010), indicating the role of AI in improving organizational reputation. Finally, the mediating effect of Symmetric Communication also remained significant (p > .000), affirming its role in indirectly affecting Reputation Management. The current study concluded that Artificial Intelligence is integrated into Public Relations Practices and Emotional Intelligence. As a result, these factors play a constructive role in Reputation Management. While Symmetric Communication is further adding more to the Reputation Management process as an indirect variable, also highlighting the importance of communication for an organization.KeywordsPublic relationsEmotional intelligenceArtificial intelligenceUnited Arab EmiratesReputation management