Social capital – A promising or problematic concept? A critical literature review of articles discussing social capital in PR research

This paper examines the relevance and application of the concept of social capital in PR research through the lens of six longstanding critiques of its usage. Through a critical literature review of 64 articles, the study evaluates the current body of research on social capital in the field of PR. Findings indicate that while social capital holds significant potential for PR research, it suffers from a lack of conceptual clarity and comprehensiveness. Definitions vary greatly between studies, and current methods of measurement and operationalization lack consistency and suitability. The paper proposes three key guidelines for future PR research applying social capital: (1) distinguishing between individual and collective social capital, (2) focusing on resources, and (3) operationalizing social capital as a relational outcome. This review provides a much-needed discussion of social capital in PR research, offering a foundation for improved conceptualization and application.