The effects of organizational Twitter interactivity on organization-public relationships

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.