THE IMPACT OF PUBLIC RELATIONS STRATEGIES ON BRAND LOYALTY IN THE DIGITAL ERA: EVIDENCE FROM MARKETING COMMUNICATIONS

Аннотация

Public Relations (PR) has increasingly become a critical function within marketing strategies, playing a vital role in shaping brand perception and consumer behavior (Luo & Du, 2021). Effective PR activities not only manage the communication between organizations and their publics but also build emotional connections that influence consumer trust and brand loyalty (Coombs & Holladay, 2012). In the contemporary digital age, where consumers are bombarded with information, brands need to strategically use PR to differentiate themselves and cultivate lasting relationships with customers (Jin & Liu, 2019).