Towards Examining the Effects of Cultural and Contextual Factors on Ethical Signaling in Digital Public Relations (PR)

Mohammed Murdhi Alshammari and Salem Sabah Matar Alshammari

Studies in Media and Communication, 2025, vol. 13, issue 2, 23-37

Abstract: The transition of Public Relations (PR) practices from conventional to digital resources can be observed. Despite these platforms catering to the primary needs of Communication, they also necessitate a need for ethical practices to avail maximum benefit from them. This research also focused on the effect of cultural and contextual factors on how ethical behavior is considered in digital public relations practices in Kuwait. Data was gathered from 267 Public Relations (PR) practitioners through Qualitrics.com and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). Results revealed that Cultural Factors significantly affect Digital Signaling in Public Relations Practices, indicating respondents practice communication relying on their perceptions about Public Relations (PR) practices, privacy disclosure, and the guidelines provided by their organizations. Further, the effect of Contextual Factors also remained significant, showing the impact of organizational social media policy, guidelines, and training on the Public Relations (PR) practices among them. Besides, ethical approaches regarding socially responsible behavior, client-centred approaches, and organizational monitoring of PR practices also remained prominent. It is concluded that digital signaling holds a growing significance in Public Relations practices. It is important to skillfully navigate the factors affecting these practices to uphold ethical standards and ensure meaningful engagement with stakeholders. Hence, skillfully cultivating cultural and contextual facets remains crucial for sustaining ethics and driving effective stakeholder involvement as the digital sphere evolves within contemporary Public Relations.

Date: 2025
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