Publisher： Routledge Ltd
E-ISSN： 1532-754X|27|2|101-117
ISSN： 1062-726X
Source： Journal of Public Relations Research, Vol.27, Iss.2, 2015-03, pp. : 101-117
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Abstract
Contributing to the development of digital political public relations scholarship, this study examines the political organization–public relationship cultivated via social media. Using Twitter as a vehicle, this posttest-only experimental design looked at whether interaction with a political organization facilitated a relationship. Furthermore, the study examined whether that relationship might manifest into political support. Results indicate active engagement (tweeting at an organization), even for a short term, increases the sense that there is a real conversational exchange, enhancing the organization–public relationship. Internal political disposition such as political cynicism, political information efficacy, or strength of ideology in some cases can help predict organization–public relationship.
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