Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales

This paper explores the key challenges of social media use by politicians in relation to political relationship marketing. Utilising a case study of the online footprint left by Welsh politicians and their attitude towards social media based on three business based rationales – engagement, level of control, and return on investment – the paper offers an expanded conception of the perceptions and fears influencing the use of social media by politicians in terms of political relationship marketing. The article concludes with some critical thoughts regarding the understanding of relationship marketing principles by politicians.