اعتبارسنجی مدل روابط عمومی در ارتقای تصویر ذهنی جامعه از شرکت‌های خودروسازی

محمد  نعمتی شمس آباد; افسانه مظفری; زهرا خرازی آذر

Authors

Mohammad Nemati Shams Abad Department of Communication and knowledge Sciences, SR.C., Islamic Azad University, Tehran, Iran Author https://orcid.org/0009-0001-4914-5206
Afsaneh Mozaffari Department of Communication and knowledge Sciences, , SR.C., Islamic Azad University, Tehran, Iran Author https://orcid.org/0000-0003-3855-7552
Zahra Kharazi Azar Department of Communication and knowledge Sciences, , SR.C., Islamic Azad University, Tehran, Iran. Author https://orcid.org/0000-0003-3004-2394

Keywords:

Public Relations, Enhancing Public Mental Image, Automotive Companies

Abstract

Objective: This study aims to validate a model of public relations in enhancing the public mental image of automotive companies and examine the relationships among its influencing variables.

Methodology: This study employed a quantitative approach using a survey method. The statistical population consisted of customers of automotive companies residing in Tehran who had purchased vehicles within the past five years. A convenience sampling method was used, and based on Morgan’s table and Cochran’s formula, 384 questionnaires were collected. The data collection instrument was a questionnaire derived from a grounded theory model. Its validity was confirmed through face and content validity, and its reliability was verified using Cronbach’s alpha coefficients (above 0.7 for all variables). Structural equation modeling (SEM) was applied using SPSS and PLS software to analyze the data and test the hypotheses.

Findings: The results revealed that public opinion pressure, brand competition intensity, and media and reputational challenges have significant positive effects on public relations. Public relations significantly influence transparent and crisis-oriented communication as well as social branding. Ownership structure, organizational culture, institutional context, social and media capital, and public media literacy significantly affect mediating variables. Furthermore, transparent communication and social branding significantly enhance the public mental image of automotive companies and increase consumer loyalty and social support.

Conclusion: The findings indicate that public relations plays a strategic role in enhancing the public mental image and strengthening consumer loyalty in the automotive industry through transparent communication, crisis management, and social branding.

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