Super PACs and Strong Relationships: The Impact of Digital Interaction on the Political Organization–Public Relationship

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.