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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 101-117 |
| Number of pages | 17 |
| Journal | Journal of Public Relations Research |
| Volume | 27 |
| Issue number | 2 |
| DOIs | |
| State | Published - 2015 |
Fingerprint
ASJC Scopus subject areas
- Sociology and Political Science
- Public Administration
Cite this
Super PACs and strong relationships : The impact of digital interaction on the political organization–public relationship. / Sweetser, Kaye D.; English, Kristin; Fernandes, Juliana.
In: Journal of Public Relations Research, Vol. 27, No. 2, 2015, p. 101-117.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Super PACs and strong relationships
T2 - The impact of digital interaction on the political organization–public relationship
AU - Sweetser, Kaye D.
AU - English, Kristin
AU - Fernandes, Juliana
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84954214153&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84954214153&partnerID=8YFLogxK
U2 - 10.1080/1062726X.2014.976824
DO - 10.1080/1062726X.2014.976824
M3 - Article
AN - SCOPUS:84954214153
VL - 27
SP - 101
EP - 117
JO - Journal of Public Relations Research
JF - Journal of Public Relations Research
SN - 1062-726X
IS - 2
ER -