الاتجاهات الحديثة في بحوث أخلاقيات العلاقات العامة الرقمية : دراسة تحليلية من المستوى الثاني

Abstract EN

Within the effects that digital transformation has had on the practice of the public relations profession, this Meta-analysis study seeks to monitor and evaluate recent research trends related to digital public relations ethics, by analysing the researches conducted from 2015 to 2020 with the aim of providing an in-depth analytical view of research trends in this field, identifying the most important major and minor issues of these researches, exploring their theoretical approaches, methodological procedures and most important findings and recommendations.

The results showed prominence of trends focusing on ethical challenges and factors affecting digital public relations such as the suspicious relationship between public relations practitioners and social media influencers and the use of artificial intelligence and big data in the performance of digital public relations tasks.

The study presented a future vision and a proposed research agenda in the field of ethical practice of digital public relations.