THE MEDIATING INFLUENCE OF ETHICAL BEHAVIOUR ON IMPACT OF PUBLIC RELATIONSHIP MANAGEMENT ON THE ORGANISATIONAL PERFORMANCE OF HUAWEI PRODUCTS IN SHENZHEN, CHINA.

Abstract

This study examines the impact of public relations management on the organisational performance of Huawei products in Shenzhen, China, while considering the role of ethical behaviour as a mediating factor in this context. Evaluation through survey was employed to gather perspectives from 1,700 stakeholders, encompassing employees, consumers, and business partners, concerning advertising initiatives, ethical business conduct, and organisational success indicators. This has indicated stakeholder participation, overall satisfaction, and communication efficacy, use a Likert scale for quantification. The correlations between public relations management (PRM) and organisational success were examined using statistical analysis through use of ANOVA. The mediating variable in this instance was ethical conduct. Effective public relations management is significantly associated with improved organisational performance metrics, as indicated by preliminary research. Moreover, the findings emphasise the significance of ethical conduct in mediating this relationship, highlighting its importance in cultivating trust and loyalty among stakeholders. The study indicates that Huawei's dedication to ethical public relations enhanced organisational performance and fortified stakeholder connections. These findings represent the necessity for firms in competitive sectors to include ethics into their public relations strategy for sustained success. The findings offer pragmatic recommendations that Huawei and analogous enterprises can employ to enhance their performance by implementing ethical strategic PRM strategies.