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.
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