FAVORITE FOR JESUS, RETWEET FOR BUDDHA: A CONTENT ANALYSIS OF RELIGIOUS LEADERS ON TWITTER

This study examined the content published by two international religious leaders on the social networking site, Twitter. Word and phrase frequency analyses were used to examine all words and word pairings across the religious leaders’ Twitter accounts. Organization-public relationship was used to guide this study. The findings suggest that the religious leaders can cultivate organization-public relationships (OPR) on Twitter. The findings contribute to literature regarding two-way symmetrical communication, OPR, and religion in public relations.Communication, Jack J. Valenti School o