Title

Online Relationship Management in a Presidential Campaign: A Case Study of the Obama Campaign's Management of Its Internet-Integrated Grassroots Effort

Document Type

Article

Publication Date

7-2010

Publication Title

Journal of Public Relations Research

First Page

313

Last Page

335

DOI

https://doi.org/10.1080/10627261003614419

Abstract

This case study examines the Obama presidential campaign's use of the participatory Internet to manage its grassroots campaign. Grounded in relationship-management theory and dialogic principles in online relationship building, the study analyzed interviews with campaign staff, its Web site, and its news articles. Five themes emerged regarding the campaign's integration of the Internet and grassroots strategy; 6 themes surfaced regarding the campaign's Internet use to manage relationships. Recommendations are made for exploring relationship management theory's intersection with the Internet and political campaigns.

Rights

The version of record can be found through OCLC WorldCat.

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