1. The effects of organizational
Twitter interactivity on
organization–public relationships
ABSTRACT 3
2. Purpose & Hypothesis
Purpose: To test if levels of organizational Twitter interactivity affected the
quality of organization–public relationships.
H1: Higher levels of interactivity on the part of a message sender
(organization) may lead to a better quality relationship with a message
recipient (public).
3. Methodology
Convenience sample
127 students enrolled at two large
western United States universities
Participants agreed to follow and
receive mobile Twitter updates
from an assigned organization in
the fall of 2010
30 High interactivity (Starbucks)
63 Low interactivity (Gatorade &
Target)
93 completed pre- and post-test
surveys in a usable form
The pre-test- participants’ attitudes
toward the organizations used for the
stimulus
The post-test-organization-public
relationship scale
trust, control mutuality,
satisfaction and commitment
4. Findings & Critique
Organization-public relationships
were all perceived to be of better
quality by the participants assigned to
the more interactive corporate
account.
Findings suggest that when
organizations use Twitter as a two-
way communication tool, the results
can lead to the generation of quality
organization–public relationships.
No description of the process for
selecting/eliminating participants or
how they assigned them to high or
low interactivity accounts
How the organizations were selected
was not explained
No examples of survey questions
Editor's Notes
Interactivity was measured by number of replies an account had with its followers
