The effects of organizational Twitter interactivity on organization-public relationships

Adam J. Saffer, Erich J. Sommerfeldt, Maureen Taylor

Research output: Contribution to journalArticlepeer-review

88 Scopus citations

Abstract

Social media sites such as Twitter provide organizations with the ability to interact directly with publics. Previous research has suggested that web-based relationship building is dependent on the level of organizational interactivity with web technology, or how the organization uses the technology to engage with its publics. This study tested if levels of organizational Twitter interactivity affected the quality of organization-public relationships. Findings suggest that an organization's level of Twitter interactivity influences relationship quality.

Original languageEnglish (US)
Pages (from-to)213-215
Number of pages3
JournalPublic Relations Review
Volume39
Issue number3
DOIs
StatePublished - Sep 2013
Externally publishedYes

Keywords

  • Interactivity
  • Organization-public relationships
  • Public relations
  • Social media
  • Twitter

Fingerprint Dive into the research topics of 'The effects of organizational Twitter interactivity on organization-public relationships'. Together they form a unique fingerprint.

Cite this