When public relations meets social media: A systematic review of social media related public relations research from 2006 to 2020

Abstract

This study examines the patterns and trends of social media-related public relations research published in 14 journals from 2006 to 2020. It analyzes the theoretical trends (i.e., research topics, theories and theoretical models, hypotheses, and research questions), methodological trends (i.e., types of sample, sampling methods, and research methods), and social media platforms used in 445 published journal articles. The findings are compared with the publication trends of social media-related public relations articles by journals in interdisciplinary areas, which include communication, public relations, and new media. The results reveal the trends of public relations research across three stages of social media development. In addition, this study provides directions for future public relations research involving social media and calls for more studies on fake news on social media, artificial intelligence on social media apps, and social media influencers. The theoretical and practical implications of the findings are also discussed.