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This paper explores the psychological processes that connect virtual communities to political behavior. Drawing on previous findings in political psychology, I argue that the psychological sense of community may be an important mechanism that dictates people's behavioral responses toward incoming information or mobilization pressure in the online environment. I then discuss the role of different dispositional and situational variables in: a) contributing to the formation of sense of community in the virtual world, and b) serving as potential moderators to influence the strength of virtual sense of community and its subsequent impact on individuals' political behavior. Finally, I consider the methodological approaches that may be used as well as the theoretical implications for future research in this area.

This paper explores the use of interactive communication and dialogic relationship building strategies on political campaign Web sites. In contrast to presidential races that often feature substantially more sophisticated campaign Web sites, congressional candidates' ability and willingness to use the Web as an electioneering tool has varied greatly. The present research sought to address two broad research questions: 1) how candidates from the same electoral districts used their Web sites during the 2006 and 2010 congressional elections; and 2) to what extent could several candidate and district level variables explain the differences in Web utilization. A typology was proposed to examine the first question, while content analysis was performed to collect empirical data that addressed the second question. Results indicate that while the use of interactive Web strategies may be concentrated among candidates with certain characteristics in 2006, the adoption of social media in political campaigns has trickled down from the presidential level, and that interactive tools have become a norm in the 2010 congressional election, with virtually no observable differences emerging among candidates. Theoretical and practical implication for online political public relations is discussed.