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

Abbey Levenshus

doi:10.1080/10627261003614419

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

Research output: Contribution to journal › Article › peer-review

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.

Original language	American English
Journal	Scholarship and Professional Work - Communication
Volume	22
Issue number	3
DOIs	https://doi.org/10.1080/10627261003614419
State	Published - Jul 1 2010

Keywords

online communication
presidential campaign
relationship management theory

Disciplines

Communication
Public Relations and Advertising

Access to Document

10.1080/10627261003614419License: Unspecified

https://doi.org/10.1080/10627261003614419

Cite this

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KW - relationship management theory

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

Abstract

Keywords

Disciplines

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