Authors : Triparna Ray

Volume/Issue : Volume 7 - 2022, Issue 11 - November

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3ila48x

DOI : https://doi.org/10.5281/zenodo.7384676

Abstract : Information systems along with the internet, cloud services, mobiles, Artificial Intelligence, Virtual Reality, and the Internet of Things have led to enormous volumes of data, frequently referred to as big data. This paper investigates the potential uses of Big Data in corporate communications, and its lack of research in Public relations, and will try to give a systematic and comprehensive overview of corporate communication in organizations dealing with big data. The aim of the review is to explore decision-making in corporate communication, primarily through the study of internal communication, marketing communication, and public relation in organizations. It delves deep into the present condition of research in big data and introduces a framework for further points in research. This is accomplished by briefing and studying the insights provided by concerned articles in the most significant scholarly journals published between 2012 and 2022. The paper also explores trends in the literature on how big data can be used to make smart and profitable decisions making by companies by managing data. Furthermore, a background and definition of a methodical application process of big data in corporate communication are also included in the paper for a better understanding of the past scenario, the present dilemmas, and the futuristic decision-making by organizations.

Keywords : Public Relations, Marketing Communications, Corporate Communications, Big Data, Decision Making.