Citation

Khalid Butt, Umaima (2025) Relationship between artificial intelligence usage, public relations culture and public relations practice among Malaysian companies: Digital ethics as mediator. Masters thesis, Multimedia University.

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Abstract

The use of Artificial Intelligence (AI) has led to great advancement in the field of Public Relations (PR); however, the organisations are still unsure about the ethical consequences of this new technology. Likewise, organisations face growing pressure to align their internal culture with ethical communication standards, yet the impact of Public Relations Culture and Digital Ethics on Public Relations Practices remain unexplored. The study aims to examine the effect of Artificial Intelligence Usage on Public Relations Practices by examining the mediating role of Digital Ethics. The study further examines the relationship between Public Relations Culture and Public Relations practices, with the mediating role of Digital Ethics. The study used a quantitative cross-sectional survey design. The data was collected from the organisations in Malaysia that are involved in established public relations functions via structured online survey questionnaire. Pearson’s correlation analysis was performed using Statistical Package for Social Sciences (SPSS) to test the relationship among the variables. Additionally, SPPS Hayes’ PROCESS macro (Model 4) was used for hypothesis testing and mediation analysis. The results showcase that Artificial Intelligence Usage has a significant impact on Public Relations Practices, while Digital Ethics further mediates the relationship. The findings further report that Digital Ethics significantly mediates the relationship between Public Relations Culture and Public Relations practices, while Public Relations Culture also has a positive direct effect on Public Relations practices in the companies in Malaysia. This work fills a critical gap in the literature regarding the role of Digital Ethics as a crucial bridge between the successful employment of AI technologies, along with the impact of Public Relations Culture, on efficient and effective Public Relations functions. By drawing on Excellence Theory, UTAUT Model and Hofstede’s Cultural Dimension, the study provides a systematic comprehension of the field of modern Public Relations. The findings offer a crucial incentive for organisations to introduce robust ethical guidelines into their AI-driven PR strategies. Moreover, the findings offer profound insight for organisations to uphold a culture that encourages ethics in their communication functions. The study suggests that by being aware and readily employing Digital Ethical practices, organisations can not only increase their productivity but also safeguard their organisations against the potential ethical threats posed by AI.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HD59 .B88 2025
Uncontrolled Keywords:	Public relations—Technological innovations
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD59-59.6 Public relations. Industrial publicity
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	14 Apr 2026 03:04
Last Modified:	14 Apr 2026 03:04
URII:	http://shdl.mmu.edu.my/id/eprint/15702

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