To Praise or Pressure? Patterns of Social Media Advocacy in Times of COVID-19

Abstract

This article explores how interest groups harness social media as a tool for either praising or pressuring their government. On one hand, social media provides an ideal platform for exerting external pressure on the government, enabling outreach to a wide range of citizens, journalists, and supporters. On the other hand, it offers interest groups the opportunity to support their allies and applaud government policies, fostering reciprocal trust and strengthening mutually beneficial long-term relationships with policymakers. The article argues that the positioning of interest groups on social media is driven by the political and policy opportunity structures in which they operate. Empirically, the article relies on an analysis of 3,897 hand-coded X-posts from prominent hospitality associations in nine Western democracies during the COVID-19 pandemic. The findings demonstrate that interest groups tend to employ pressure tactics when real-world conditions are advantageous to their cause, while turning to praise when favorable government policies are adopted.