'Show Me Your People Skills' - Employing CEO Branding for Corporate Reputation Management in Social Media.
Year: 2019
Type: article
Abstract: Digitization has led to increased social media utilization amongcompanies to connect with their customers. We know that particularly CEOs, asthe representing face of a company, can exert great influence to build corporatereputation. While reputation management in general has been researchedextensively, we know little about the dimensions of CEO reputation managementin social media. This paper deals with the distinction of organizational andpersonal branding in Twitter, and moreover, aims to determine eligibledimensions for CEO reputation management, based on the widely acceptedReputation Quotient. Therefore, we collected 3,604 social media postings ofcompanies and their respective CEOs from Twitter. Through statistical andcontent analyses, we determined two supplementary dimensions for CEOreputation. Shared Interests and Personal Logging add private aspects to thespectrum of CEO reputation management, which have the capacity to fosterconsumer engagement.
Authors: Milad Mirbabaie, Julian Marx, Stefan Stieglitz
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2968581643