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

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