Pub Date : 2023-03-01DOI: 10.1177/09732586221086655
S. Loureiro, C. Correia, J. Guerreiro
Virtual Reality (VR) is a technology that creates fully immersive and virtual experiences and have been used to create virtual supermarkets and explore consumer behaviour on such alternate reality. The current study uses a VR scenario to analyse the effects of mental imagery, product involvement and presence on customer’s emotions and on the customers purchase intention, during a virtual shopping experience. The proposed model was tested with 108 participants in the laundry detergent category on a VR scenario. Findings reveal that on a virtual setting, mental imagery has the most significant impact on emotions, whereas presence has a strong influence on the purchase decision. Yet product involvement has any effect only on emotions. Moreover, the obsession for laundry products highly decreased the effect of product involvement on purchase intention.
{"title":"Mental Imagery, Product Involvement and Presence at Virtual Reality Supermarket","authors":"S. Loureiro, C. Correia, J. Guerreiro","doi":"10.1177/09732586221086655","DOIUrl":"https://doi.org/10.1177/09732586221086655","url":null,"abstract":"Virtual Reality (VR) is a technology that creates fully immersive and virtual experiences and have been used to create virtual supermarkets and explore consumer behaviour on such alternate reality. The current study uses a VR scenario to analyse the effects of mental imagery, product involvement and presence on customer’s emotions and on the customers purchase intention, during a virtual shopping experience. The proposed model was tested with 108 participants in the laundry detergent category on a VR scenario. Findings reveal that on a virtual setting, mental imagery has the most significant impact on emotions, whereas presence has a strong influence on the purchase decision. Yet product involvement has any effect only on emotions. Moreover, the obsession for laundry products highly decreased the effect of product involvement on purchase intention.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42772554","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-05DOI: 10.1177/09732586221136260
Rafael Sofokleous, S. Stylianou
Building on theoretical foundations from communication and disability studies, we ran an online experiment to study the influence of online constructions corresponding to the medical and social models of disability on attitudes toward wheelchair users. We recruited students from a public university in the Mediterranean region and, after a pretest on their attitudes toward wheelchair users, we had them read social media posts and online news items that corresponded to the medical model (medical experimental group), the social model (social experimental group) or were neutral (control group). The participants received the stimuli via email during a five-day period after the pretest and were then posttested. Pro-social stimuli produced a significant mild change in the expected direction, while the corresponding effect of pro-medical stimuli was not significant. Both social and medical group posttest means were significantly different from the control group posttest mean, suggesting that exposure to online constructions based on both models influences attitudes toward disability. A repeat posttest, administered one week after the posttest, showed stability of the observed changes. The study adds to the limited existing knowledge about the influence of online constructions on attitudes toward persons with disabilities.
{"title":"Effects of Exposure to Medical Model and Social Model Online Constructions of Disability on Attitudes Toward Wheelchair Users: Results from an Online Experiment","authors":"Rafael Sofokleous, S. Stylianou","doi":"10.1177/09732586221136260","DOIUrl":"https://doi.org/10.1177/09732586221136260","url":null,"abstract":"Building on theoretical foundations from communication and disability studies, we ran an online experiment to study the influence of online constructions corresponding to the medical and social models of disability on attitudes toward wheelchair users. We recruited students from a public university in the Mediterranean region and, after a pretest on their attitudes toward wheelchair users, we had them read social media posts and online news items that corresponded to the medical model (medical experimental group), the social model (social experimental group) or were neutral (control group). The participants received the stimuli via email during a five-day period after the pretest and were then posttested. Pro-social stimuli produced a significant mild change in the expected direction, while the corresponding effect of pro-medical stimuli was not significant. Both social and medical group posttest means were significantly different from the control group posttest mean, suggesting that exposure to online constructions based on both models influences attitudes toward disability. A repeat posttest, administered one week after the posttest, showed stability of the observed changes. The study adds to the limited existing knowledge about the influence of online constructions on attitudes toward persons with disabilities.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48224849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-05DOI: 10.1177/09732586221135062
Hui-Fei Lin, H. Tsai, Benjamin Yeo
Augmented reality (AR) ads in entertainment programming are fairly new and not extensively studied. Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema Congruity Theory (SCT) to examine their advertising effects. We used a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. incongruent) × 2 (cross-screen advertising: 3D dynamic advertisement vs. 2D advertisement) × 2 (culture: United States vs. Taiwan) between-subjects experiment design. Our results show incongruent brand recall is greater than congruent recall for American viewers and Taiwanese viewers have better attitudes towards AR dynamic advertisement presentations of title sponsorships that are congruent with the programme. Global AR advertising campaigns can benefit from cultural differences. We propose three specific recommendations to advertisers seeking to apply AR in product placements: (a) For American viewers, incongruous product placements should be able to facilitate positive advertisement attitudes, (b) In TV shows, 2D advertisements can improve advertisement attitudes in some cases, and (c) For Taiwanese audiences, congruent title sponsorships or incongruent background placements can produce better advertisement attitudes.
{"title":"Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures","authors":"Hui-Fei Lin, H. Tsai, Benjamin Yeo","doi":"10.1177/09732586221135062","DOIUrl":"https://doi.org/10.1177/09732586221135062","url":null,"abstract":"Augmented reality (AR) ads in entertainment programming are fairly new and not extensively studied. Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema Congruity Theory (SCT) to examine their advertising effects. We used a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. incongruent) × 2 (cross-screen advertising: 3D dynamic advertisement vs. 2D advertisement) × 2 (culture: United States vs. Taiwan) between-subjects experiment design. Our results show incongruent brand recall is greater than congruent recall for American viewers and Taiwanese viewers have better attitudes towards AR dynamic advertisement presentations of title sponsorships that are congruent with the programme. Global AR advertising campaigns can benefit from cultural differences. We propose three specific recommendations to advertisers seeking to apply AR in product placements: (a) For American viewers, incongruous product placements should be able to facilitate positive advertisement attitudes, (b) In TV shows, 2D advertisements can improve advertisement attitudes in some cases, and (c) For Taiwanese audiences, congruent title sponsorships or incongruent background placements can produce better advertisement attitudes.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42095465","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-01DOI: 10.1177/09732586221128747
Kenneth E. Kim, L. McKinnon
The current study focuses on the use of outcome framing as a strategic negative message tactic and its impact on partisans. Specifically, this study theorises that the impact of partisan cues such as party affiliation is moderated by differently framed claims in negative political advertising. Participants viewed a negative ad, varying in outcome framing (negative ramifications of electing the targeted candidate versus positive consequences of defeating the target) and partisan matching (in-party versus out-party). Participants were recruited via Amazon’s Mechanical Turk. Experiment 1 (N = 96), where a Republican candidate was the target of a negative ad, revealed that the persuasiveness of a loss-framed negative ad significantly increased in the out-party versus in-party condition. Experiment 2 (N = 123), where a Democratic candidate was the target of a negative ad, found that a loss framed-negative ad was significantly more influential than a gain-framed negative ad in both in-party and out-party conditions. Implications exist for design and practice of negative campaign messaging.
{"title":"An Experimental Study of the Effectiveness of Negative Campaign Messaging: Will Outcome Framing Work for Partisans in Polarised Politics?","authors":"Kenneth E. Kim, L. McKinnon","doi":"10.1177/09732586221128747","DOIUrl":"https://doi.org/10.1177/09732586221128747","url":null,"abstract":"The current study focuses on the use of outcome framing as a strategic negative message tactic and its impact on partisans. Specifically, this study theorises that the impact of partisan cues such as party affiliation is moderated by differently framed claims in negative political advertising. Participants viewed a negative ad, varying in outcome framing (negative ramifications of electing the targeted candidate versus positive consequences of defeating the target) and partisan matching (in-party versus out-party). Participants were recruited via Amazon’s Mechanical Turk. Experiment 1 (N = 96), where a Republican candidate was the target of a negative ad, revealed that the persuasiveness of a loss-framed negative ad significantly increased in the out-party versus in-party condition. Experiment 2 (N = 123), where a Democratic candidate was the target of a negative ad, found that a loss framed-negative ad was significantly more influential than a gain-framed negative ad in both in-party and out-party conditions. Implications exist for design and practice of negative campaign messaging.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47938949","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-05DOI: 10.1177/09732586221116464
Emad Rahmanian, M. Esfidani
This study investigates whether and how analytical thinking, overclaiming, and social approval are associated with the intention of sharing fake news on social media. To randomize each respondent to a group and treatment and to test of several hypotheses simultaneously, two by two factorial design was used. An online survey (N = 1160) on Iranian social media revealed that overclaiming and social approval are positively related to sharing fake news on social media. Surprisingly, analytical thinking yielded no significance. We believe that in order to show more knowledge users tend to share information with high social approval irrespective of their credibility. Although CRT proved no relation with sharing, significant differences among male and female users were found. The proven relation between sharing more and overclaiming more reveals a marketing opportunity. Gamification of communication which provides a vehicle for users to overclaim their knowledge to their peers on social media might be a suitable strategy on social media to spread the message.
{"title":"It Is Probably Fake but Let Us Share It! Role of Analytical Thinking, Overclaiming and Social Approval in Sharing Fake News","authors":"Emad Rahmanian, M. Esfidani","doi":"10.1177/09732586221116464","DOIUrl":"https://doi.org/10.1177/09732586221116464","url":null,"abstract":"This study investigates whether and how analytical thinking, overclaiming, and social approval are associated with the intention of sharing fake news on social media. To randomize each respondent to a group and treatment and to test of several hypotheses simultaneously, two by two factorial design was used. An online survey (N = 1160) on Iranian social media revealed that overclaiming and social approval are positively related to sharing fake news on social media. Surprisingly, analytical thinking yielded no significance. We believe that in order to show more knowledge users tend to share information with high social approval irrespective of their credibility. Although CRT proved no relation with sharing, significant differences among male and female users were found. The proven relation between sharing more and overclaiming more reveals a marketing opportunity. Gamification of communication which provides a vehicle for users to overclaim their knowledge to their peers on social media might be a suitable strategy on social media to spread the message.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46480167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-16DOI: 10.1177/09732586221103953
Kaifia Ancer Laskar, Shiba Amir
Media are sites of struggle for representations, and cartoon shows on television can immensely impact the psyche of young viewers. Drawing upon Bandura’s social cognitive theory, George Gerber’s cultivation theory and symbolic annihilation, this study investigates how the symbolic annihilation of minorities takes place in Hindi language cartoon shows. We examine how Hindi language cartoon shows produced in India methodically underrepresent characters belonging to minority communities using qualitative content analysis of four such shows. In this article, we question the positioning of these characters in secondary, antisocial roles identifying them either as ‘other’/foreigner or ‘other’/negative. This symbolic annihilation of religious minorities in Hindi language cartoon shows resembles the symbolic annihilation of racial minorities in the English language cartoon shows.
{"title":"The Underrepresented ‘Other’: Portrayal of Religious Minorities in Hindi Language Cartoon Shows","authors":"Kaifia Ancer Laskar, Shiba Amir","doi":"10.1177/09732586221103953","DOIUrl":"https://doi.org/10.1177/09732586221103953","url":null,"abstract":"Media are sites of struggle for representations, and cartoon shows on television can immensely impact the psyche of young viewers. Drawing upon Bandura’s social cognitive theory, George Gerber’s cultivation theory and symbolic annihilation, this study investigates how the symbolic annihilation of minorities takes place in Hindi language cartoon shows. We examine how Hindi language cartoon shows produced in India methodically underrepresent characters belonging to minority communities using qualitative content analysis of four such shows. In this article, we question the positioning of these characters in secondary, antisocial roles identifying them either as ‘other’/foreigner or ‘other’/negative. This symbolic annihilation of religious minorities in Hindi language cartoon shows resembles the symbolic annihilation of racial minorities in the English language cartoon shows.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48612888","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-13DOI: 10.1177/09732586221101166
Zhen Zhang
The way people interact with space appertains to the idea of territory. Territory is claimed by people all the time in communication. This article will explore how the lead actor, Joaquin Phoenix, of Joker (2019) develops Arthur Fleck and the story with the support of Method Acting, territorial theories and film techniques. More specifically, the study will consider (a) how Arthur interacts with other characters and narrative space in different territories naturalistically and (b) how Method Acting, territorial theories and film techniques facilitate Arthur’s characterisation and the story development. The study of Arthur reveals that he undergoes a metamorphosis during resisting his tormentors in the story. The study of Arthur also shows that it is meaningful to introduce territorial theories to film analysis and Method Acting.
{"title":"‘Nobody Ever Thinks What It Is Like to be a Guy Like Me’: How Arthur and the Story Are Developed in Joker (2019)","authors":"Zhen Zhang","doi":"10.1177/09732586221101166","DOIUrl":"https://doi.org/10.1177/09732586221101166","url":null,"abstract":"The way people interact with space appertains to the idea of territory. Territory is claimed by people all the time in communication. This article will explore how the lead actor, Joaquin Phoenix, of Joker (2019) develops Arthur Fleck and the story with the support of Method Acting, territorial theories and film techniques. More specifically, the study will consider (a) how Arthur interacts with other characters and narrative space in different territories naturalistically and (b) how Method Acting, territorial theories and film techniques facilitate Arthur’s characterisation and the story development. The study of Arthur reveals that he undergoes a metamorphosis during resisting his tormentors in the story. The study of Arthur also shows that it is meaningful to introduce territorial theories to film analysis and Method Acting.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44401482","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-19DOI: 10.1177/09732586221096346
J. Nyarko, M. Serwornoo
Using mixed-method approach and technology acceptance model (TAM)/diffusion of innovation theory (DOIT), this study evaluates the challenges and opportunities of COVID-19 driven virtual learning in undergraduate media programmes at Ghanaian public universities. A survey of 270 was sampled composed of 250 students and 20 lecturers and revealed that commitment from both lecturers and students towards virtual instruction is weak. We also found that lecturers and students were not consulted about the learning platforms the universities chose, and they had no orientation on their usage. However, some participants argue that virtual learning is crucial to media studies going forward and by these; we propose a blended learning approach that merges the physical and virtual spaces of instruction in a framework termed CHALLOPP workflow.
{"title":"COVID-19 and Mass Media Education: An Evaluation of the Transition from Brick-and-Mortar Learning to Virtual Space","authors":"J. Nyarko, M. Serwornoo","doi":"10.1177/09732586221096346","DOIUrl":"https://doi.org/10.1177/09732586221096346","url":null,"abstract":"Using mixed-method approach and technology acceptance model (TAM)/diffusion of innovation theory (DOIT), this study evaluates the challenges and opportunities of COVID-19 driven virtual learning in undergraduate media programmes at Ghanaian public universities. A survey of 270 was sampled composed of 250 students and 20 lecturers and revealed that commitment from both lecturers and students towards virtual instruction is weak. We also found that lecturers and students were not consulted about the learning platforms the universities chose, and they had no orientation on their usage. However, some participants argue that virtual learning is crucial to media studies going forward and by these; we propose a blended learning approach that merges the physical and virtual spaces of instruction in a framework termed CHALLOPP workflow.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46810413","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-19DOI: 10.1177/09732586221092637
P. Rodrigues, Ana Sousa, Isabel Torres
Given the lack of research into the link between the individual cultural values of the millennial generation mediated by religious commitment (RC) and brand love (BL), this research intends to the following: (a) identify the individual cultural values of the millennial generation and (b) explain how these values influence BL when mediated by RC. A quantitative methodology with structural equation modelling is used. Data were collected from members of the millennial generation in Portugal by survey questionnaire. The main findings of the data analysis showed that independence, power and tradition are the predominant individual cultural values of Portuguese millennials. The results showed that the independence individual cultural value negatively influences intrapersonal and interpersonal RC; power and tradition positively influence intrapersonal and interpersonal RC; only interpersonal RC positively influences BL. The study concludes with some insights that managers might use to address consumer-brand communications. Guidelines for further research are presented.
{"title":"Generation Y and Brand Love: Understanding the Effects of Individual Cultural Values and Religious Commitment","authors":"P. Rodrigues, Ana Sousa, Isabel Torres","doi":"10.1177/09732586221092637","DOIUrl":"https://doi.org/10.1177/09732586221092637","url":null,"abstract":"Given the lack of research into the link between the individual cultural values of the millennial generation mediated by religious commitment (RC) and brand love (BL), this research intends to the following: (a) identify the individual cultural values of the millennial generation and (b) explain how these values influence BL when mediated by RC. A quantitative methodology with structural equation modelling is used. Data were collected from members of the millennial generation in Portugal by survey questionnaire. The main findings of the data analysis showed that independence, power and tradition are the predominant individual cultural values of Portuguese millennials. The results showed that the independence individual cultural value negatively influences intrapersonal and interpersonal RC; power and tradition positively influence intrapersonal and interpersonal RC; only interpersonal RC positively influences BL. The study concludes with some insights that managers might use to address consumer-brand communications. Guidelines for further research are presented.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49463584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-12DOI: 10.1177/09732586221095311
S. K. Sahoo, Suresh Chandra Nayak
The public relations (PR) industry in India is a multi-billion industry, and various global and national players are part of it. This article, by analysing the existing literature in this field, aims to understand the current state of the profession in India and identify possible issues and challenges. Based on a systematic literature review, 95 published academic works were identified from academic databases. Of 95, 27 were selected for analysis to answer the research questions and identify research gaps in the field. The study finds that although PR practice had a firm footing in the pre-independence era, progress was seen after 1947, especially with initial support from the government and public sector organisations. The profession is still evolving and has much scope for development. Poor reputation of the profession, scarcity of talent, limited scope for professional education and training, lack of measurement methods to demonstrate its value and competing for public and private sector philosophies pose a serious challenge to its growth. The study offers valuable insights for the practitioners and researchers and suggests future research areas to improve the professional discipline.
{"title":"Revisiting Public Relations Profession in India: A Systematic Literature Review","authors":"S. K. Sahoo, Suresh Chandra Nayak","doi":"10.1177/09732586221095311","DOIUrl":"https://doi.org/10.1177/09732586221095311","url":null,"abstract":"The public relations (PR) industry in India is a multi-billion industry, and various global and national players are part of it. This article, by analysing the existing literature in this field, aims to understand the current state of the profession in India and identify possible issues and challenges. Based on a systematic literature review, 95 published academic works were identified from academic databases. Of 95, 27 were selected for analysis to answer the research questions and identify research gaps in the field. The study finds that although PR practice had a firm footing in the pre-independence era, progress was seen after 1947, especially with initial support from the government and public sector organisations. The profession is still evolving and has much scope for development. Poor reputation of the profession, scarcity of talent, limited scope for professional education and training, lack of measurement methods to demonstrate its value and competing for public and private sector philosophies pose a serious challenge to its growth. The study offers valuable insights for the practitioners and researchers and suggests future research areas to improve the professional discipline.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41792503","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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