Public engagement with CEOs on social media: Motivations and relational outcomes

Linjuan Rita Men, Wanhsiu Tsai

Research output: Contribution to journalArticle

32 Scopus citations

Abstract

This study provides one of the earliest empirical analyses to explore how and why publics engage with corporate CEOs on social media and why such engagement matters. It tested a conceptual model linking CEO-public engagement to the interpersonal communicative variables of perceived authenticity and approachability as well as organization-public relational outcomes. Through a web survey of 332 social media users, results showed that publics are primarily motivated by reasons of thought leadership and task attraction when they engage with CEOs on SNSs. CEO-public engagement showed significant positive effects on perceived CEO authenticity and approachability, which in turn, positively influenced public trust and satisfaction. Public engagement with CEOs on social media also directly influenced the quality of organization-public relationships.

Original languageEnglish (US)
Pages (from-to)932-942
Number of pages11
JournalPublic Relations Review
Volume42
Issue number5
DOIs
StatePublished - Dec 1 2016

Keywords

  • Approachability
  • Authenticity
  • CEOs
  • Engagement
  • Organization-public relationships
  • Social media

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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