Public Relations is a strategic communication process to create and sustain a positive environment in an organization or between the company and the potential customers. A Public Relations practitioner aims to create and employ effective strategies that help to achieve the desired business goals (Macnamara, 2016). According to Yang et al. (2020), despite two decades ago, Public Relations was possible mainly through direct, face-to-face communication or conventional media platforms forms, its importance is still the same. Even today, when online platforms are comparatively more preferred for communication purposes, companies focus on real-time, direct communication with the customers to provide the services and guidance accordingly.

It is notable that Public Relations primarily involve storytelling-based strategic communication. This approach provides services to the customers and controls audience behavior toward favorable decision-making (Britt et al., 2014). However, according to Banerjee and Ho (2020), understanding customer behavior is a complex phenomenon. Especially when it is about making a decision, Public Relations practitioners resort to different approaches that are necessarily logical and practical to attain the desired outcomes. As noted by Mellado and Barría (2016), when it is about building positive ties with the customers, Public Relations is about creating awareness, spreading the word, and convincing the customers to action. However, the audience is not always the same. Notably, another purpose of Public Relations is relationship building with the customers. As a result, other positive results, including customer loyalty and satisfaction, become inevitable.

Customers and their buying behavior are one of the prominent topics in research. However, today, when customers are more likely to be choosy and consider even delicate details, convincing them is a complex yet considerable phenomenon. According to Dwivedi et al. (2021), physical and virtual platforms enable customers to evaluate the products they need critically. Yet, the importance of communication to persuade is of greater significance. Here Svatošová (2018) cites an example of dissonance that often refrain from customers. Using communication and interacting directly with them helps to resolve this dissonance in a better possible manner. Another example of a lawnmower is cited by Vera et al. (2016). Before buying a product, customers like to seek opinions and guidance from existing customers and support agents. These customers seek confirmation that their buying decision will be fruitful to them. This example further magnifies the importance of Public Relations, which has become increasingly scientific, especially today when the internet has provided us with communication feasibility. As noted by Aydin et al. (2021), now customers search for effortless shopping experiences. They lack time to observe and filter products, increasing how Public Relations can be a clear pathway to convince them.

In this regard, Public Relations practitioners can resort to digitalized two-way communication as it provides a detailed understanding of the company and customers. Gibson (2018) further highlighted the importance of PR practices through social networks. As noted, you can also see PR as a way of earning–and not interrupting—people's attention. A savvy communicator knows how to create compelling stories. And with that, gain publicity for free from trusted, unpaid, or earned channels. Public Relations is a source of interrupting rather than earning customers' attention and favorable decision. A Public Relations expert having savvy communication skills create innovative stories that sufficiently convince the customers. Thus, whether representing a brand or verbally persuading the customers, Public Relations is important to provide certain benefits to an organization (Klepek and Starzyczná, 2018).

According to Froment et al. (2017), virtual social networks necessarily provide a place where people can create, share, and receive information and communication in virtual environments. Accompanied by these opportunities, today's virtual social networks are the center of attention for the companies especially running retail stores. As noted by Gudmanian et al. (2019), virtual social networks have emerged as a potential medium of communication, with a wide influence across the globe. The significance of communication through virtual social networks can be determined by the fact that, as of 2019, there were 3.3 billion internet users worldwide, 42.1% of the Earth's total population, indicating the growing dominance of social networks-based communication in our lives.

As Abdalli and Hassan (2019) argued, virtual social networks have given birth to a new and even improved genre of communication, where conversations are facilitated with ease of use and greater accessibility. Thus, due to its widespread influence, retail industry employers actively seek individuals knowing the usage and significance of these online platforms regarding customer support and services. Today virtual social networks are an integral part of the retail sector's considerations and present several opportunities to retailers and the customers (Bozkurt et al., 2017).

Today retailers acknowledge that online presence is an important pathway to enhancing reputation management, which significantly adds to the business consistency. For instance, before buying a product, customers want to read the online reviews or interact directly with the company representatives (Gudmanian et al., 2019). According to new data, more than 90% of customers consider the company's overall reputation an important component of the decision-making process. This direct or indirect observation is important as it affects a retailer's overall reputation. Most customers directly communicate with the company's representatives when they want to buy products according to their considerations and requirements (Abdalli and Hassan, 2019). According to Bozkurt et al. (2017), social networks work as a dynamic platform that retailers use to increase their visibility and access. Retailer's communication experts/PR practitioners resort to interactive capabilities such as storytelling to engage the customers on online platforms.

However, despite positive experiences dominating, still many customers confront negative experiences. Most of these negative experiences result from poor customer service or communication errors between the retailers' representatives and customers (Kujur and Singh, 2020). Froment et al. (2017) consider negative feedback on social networks more harmful than conventional face-to-face communication patterns. As noted, negative experiences are lethal for a company's success. If social networks are used properly, reputation management becomes inevitable.

According to Dacko-Pikiewicz (2021), reputation management is crucial for Public Relations practitioners. A business depends on reputation management and needs consistent and constant attention from the Public Relations practitioners. In this regard, effective communication helps create and sustain brand loyalty among the customers and plays a critical role in brand management. For instance, during a crisis such as floods, when a business organization faces several challenges, communicating with the customers can positively affect the company's reputation and crisis management approach (Berg and Blomqvist, 2019). In this regard, effective communication helps create and sustain brand loyalty among the customers and plays a critical role in brand management. For instance, during a crisis such as floods, when a business organization faces several challenges, communicating with the customers can positively affect the company's reputation and crisis management approach (Wæraas and Dahle, 2020).

As noted by Dimitrova (2016), listening and effectively communicating with the customers is most difficult yet significant for reputation management. A company's Public Relations team is trained to deal with and listen to the customers' issues and uncertainties. Having a strong and tactful Public Relations team for reputation management also maintain a positive brand image among the customers. As Desai (2018) argued, Public Relations practitioners adopt several communication strategies for reputation management. These communication strategies help provide the right information about the right products and services at the right time. Maor (2020) further describes different communication strategies adopted by Public Relations practitioners, such as service and product promotions, online product audits, external and internal communication, content marketing, social media management and auditing, and many others.

Public Relations teams use social networks and communication tools to organize strategies that can help address the customers' issues in the best possible manner. The goal of Public Relations practitioners is to focus on the company's reputation management by influencing customers' perceptions of products and services (Alturas and Oliveira, 2016). According to Bilgin (2018), online reputation management involves all the plans and strategies a company uses, including customer-centric approaches based on direct communication with potential customers. Reputation management through online platforms also involves interacting with other retailers and observing reviews leading to alleviating weaknesses that hinder a company's trust and customer loyalty. On the other hand, online reputation management also keeps its communication goals that are secretly tied with the required business goals. Especially when online communication with the customers results in customer persuasion, it also enhances brand credibility and brand image among the customers (Informatik, 2020).

According to Rust et al. (2021), a company's Public Relations practitioners are liable to create and sustain healthy relationships with the customers. These practitioners have social and emotional intelligence skills, leading them to understand, respond to, and persuade the customers. A study Iqbal and Khan (2021) further validated the role of social networks in increasing brand reputation and leading to positive customer attitudes. The researchers applied the case study method in Pakistan and used structured questionnaires for data gathering purposes. Findings revealed that attaining while companies prefer social networks for communication, which is positively affecting customers' attitudes toward purchasing and repurchasing. These findings indicate the importance of communication through online networks leading to brand loyalty and customer satisfaction.

This research is based on a cross-sectional design due to the study problem and goals. According to McDonough (2017), cross-sectional studies are based on a short period, with potentially generalizable results. Further, the researchers utilized the survey method for data gathering purposes. Survey questionnaires were based on the Five-Point Likert scale (Strongly disagree, disagree, neutral, disagree, and strongly disagree) as suggested by Krosnick (1999). Table 1 summarizes the sources of the survey scales and items. Data gathering was done from April 1^st 2022 to June 18^th 2022. Notably, the researcher manipulated, coded, and entered data for statistical analysis. For the analysis, the researcher has applied Statistical Package for Social Sciences and IBM Amos for the Structural Equation Modeling. As noted by Weston and Gore (2006), Structural Equation Modeling is one of the most preferred data analysis techniques. Although it is much similar to a regression, it offers some additional features, i.e., examining the suitability of the measurement model and the strength of latent variables.

According to the study requirements and problem statement, the research population involves all the retail stores having official online accounts. However, as per the sampling requirements (Wani, 2017), the researcher randomly selected a sample of n = 250 individuals working as Public Relations (PR) practitioners in n = 8 retail stores currently functioning in the United Arab Emirates. Notably, Taherdoost (2018) suggested studies conducting Structural Equation Modeling should have a minimum sample size of n = 200 participants to ensure the validity and reliability of the measurement model. Further, the researcher also determined the sample size using the power analysis, which is also recommended by Gabler and Häder (2016). Thus, GPower analysis revealed a sample size of n = 74 ideas for the current study. In this regard, the chosen sample size of n = 250 remained suitable for the current research. Figure 2 below illustrates the central and non-central distributions of the sample in the current research. Besides, the researcher used a convenient sampling method to select participants. According to Taherdoost (2018), despite criticism and certain limitations of the convenient sampling method, it is one of the most preferred sampling techniques due to the reliability and generalizability of results obtained from the relevant sampling method.

The researcher kept basic research ethics under consideration while conducting this study. First, the researchers remained unbiased while the data manipulation process. Second, as suggested by Roache (2014), the researcher provided informed consent (Roache, 2014) to the participants, including study details, the significance of the topic, and results, and ensured them that their data would be kept confidential. Finally, the researcher was free to withdraw while recording their responses at any time without any justifications and further obligations. Notably, the response rate in the current research remained 100% as none of the questionnaires was incomplete or wrongly filled. The researcher carefully finalized all the questionnaires and proceeded with the data analysis process.

Structural Equation Modeling involves convergent validity analysis to examine the internal consistency of research items (Farizawani et al., 2020). Hence, convergent validity in the current research involved the calculation of Factor Loading, Average Variance Extracted, Composite Reliability, and Cronbach Alpha values. First, the researcher calculated the Factor Loading values and found that most of them surpassed the threshold value of 0.5. Notably, the values that are < 0.50 or on the borderline, are carefully alleviated to ensure and sustain the reliability and validity of the measurement model (Mazouz et al., 2019). Besides, Average Variance Extracted values are also found to surpass the threshold value of 0.5, as suggested by Schermelleh-Engel et al. (2003). Further, the Cronbach Alpha values are found to range from 0.715 to 0.811, and Composite Reliability values range from 0.711 to 0.820, surpassing the threshold value of 0.7. Thus, it is concluded that the convergent validity of the measurement model is successfully established. Table 2 summarizes the results of convergent validity analysis.

After examining the convergent validity, the researcher conducted the discriminant validity analysis. According to Henseler et al. (2015), there is a two-criterion rule to examine the discriminant validity of a measurement model, including the Heterotrait-Monotrait Ratio and Fornell-Larcker Criterion. Thus, discriminant validity analysis in this research revealed that the square of all the Average Variance Extracted values is greater than the correlation values given in Table 3. Further, the researchers manually calculated the Heterotrait-Monotrait Ratio (see Table 4), indicating the value at 0.430, which is smaller than the threshold value of 0.9 (Habes et al., 2018). Thus, it is found that the discriminant validity of the measurement model is fully established.

Finally, in the third stage of measurement model analysis, the researchers examined the Goodness of Fit. According to Stage et al. (2004), the goodness of fit is a model that determines the difference between the values expected under a statistical model and observed values. Thus, Goodness of Fit in this research revealed a chi-square value at x² = 0.610 (57) and a probability level at 0.004. Further, the Standardized Root Mean Square value remained at 0.008, which is lower than the threshold value of 0.9, indicating a good fit. Besides, the other notable values were CFI at 0.166, NFI value at 0.631, AGFI value at 367, RMR value at 0.045, and Akaike information criterion (AIC) value at 0.0210.

According to Figueiredo Filho et al. (2011), Coefficients of Determination R², also known as R², helps determine the predictive power of latent variables. It also explains the extent to which the exogenous variable is causing variance in the endogenous variables. Thus, coefficients of determination R² in this research revealed the R² values ranging from 0.289 to 0.425, which shows the fundamental, predictive power of latent variables. Table 5 summarizes the findings of the Coefficients of Determination R².

Finally, the researchers conducted the path analysis as the second and most important step in structural model analysis. According to Murti (2016), path analysis involves the traditional regression analysis, yet it provides an in-depth understanding of the relationships proposed in the conceptual model. Thus, the researchers first examine the proposed impact of Public Relations Practices on Perceived Behavioral Control. Results revealed a significant impact of Public Relations Practices on Perceived Behavioral Control, with the significance value at 0.000 and path value at 0.579. Further in the H2a and H2b of the study, the researchers proposed a significant impact of Perceived Behavioral Control on Social Networks (usage) and Communication. However, H2a assuming a significant impact of Perceived Behavioral Control on Social Networks remained insignificant. In contrast, the impact of Perceived Behavioral Control on Communication remained significant, with the significance value at 0.048 and path value at 2.463. Further, H3 of the study proposed an impact of Social Networks on Communication that also remained significant with the p-value at p > 0.000 and path value at 0.000.

Similarly, H4 and H5 of the study proposed a potential impact of Social Networks (H4) and Communication (H5) on Improved Reputation Management. Results revealed that, both propositions remained significant with the p-values at p > 0.035 and p > 0.003 (respectively). Finally, the researchers proposed the mediating impact of Attitude on Public Relations Practices and Perceived Behavioral Control. Results revealed a significant mediation of Attitude on Public Relations Practices and Perceived Behavioral Control. Thus, path analysis revealed that the majority of hypotheses remained significant, indicating that the proposed conceptual model is strongly validated. Table 6 and Figure 3 indicate the findings of the path analysis.

As the current research highlights reputation management as an important consideration for Public Relations practices, it has some practical and social implications. First, the theory of reasoned action provides theoretical support to this research, which implies examining reputation management as important. Reputation management, through the theory of reasoned action, can further help examine other aspects of the relevant topic in other organizations. Further, Public Relations practitioners should be provided piratical approaches to work and ensure the reputation management of an organization. Here it is also notable that reputation management weighs the success of an organization; continuously examining it in the context of Public Relations (Elbasir et al., 2021) and Communication practices can further magnify its importance. Finally, this research highlights the opinions of PR professionals on both individual and collaborative levels, which also implicates examining PR and reputation management as an important part of PR practices and agendas (Jeljeli et al., 2022).

This study has two primary limitations. First, the researchers employed a convenience sampling technique that narrowed down its scope. Second, then researchers did not select any particular virtual social network, rather, the researchers examined an overall virtual social media adoption that limits the scope of current research.

This research focused on the role of PR practices in Reputation Management. The researchers designed and focused on self-proposed conceptual model. Further, self-proposed questionnaire is also used and validated by the relevant analyses techniques. Both, conceptual model and research instrument can be further utilized by the future researchers to examine the PR in Reputation Management. This study also provides with a baseline to further research studies, as it significantly fills out the literature gap. Based on the nature and scope of current research, the researchers suggest more investigations on social network usage for reputation management purposes. Especially conducting a comparative analysis between selecting the two social networking platforms can bring out even more useful outcomes.